Brief introduction of Li Xingjie

Place of birth: Lu 'an, Anhui

Graduate school: Art Department of Jiangxi Institute of Fashion Technology

Occupation: brand designer, brand photography, calligraphy teacher

Major: brand strategic positioning+brand culture+brand design.

Characters experience: In 2009, he served as the Communist Youth League Secretary of the Art Visual Communication and Design Class. 20 10 set up a bionic studio with friends as creative director and tutor. 20 13 three partners set up an advertising media company in Beijing.

Brand planning is to guide the choice of target groups through the negation, difference and distance of competitors in the brand. It is the competition of the internal market (psychological market) corresponding to the external market. Brand planning pays more attention to ideological and psychological description, that is, planning, guiding and stimulating consumers' psychological market. Brand planning itself is not a process out of nothing, but a process of clarifying people's vague understanding of brands.

Each brand planning scheme integrates offline and online media channels, takes innovation, integration and foresight as three magic weapons, and takes building the core brand value of customers as the only goal. In the process of 360-degree brand planning, foresee every contact opportunity between consumers and brands, design information to be conveyed for each opportunity, and design and arrange such opportunities to ensure that the experience of consumers and brands can be increased.

In order to complete more effective planning for the target market, brand planning should be carried out smoothly according to the following steps: enterprise status and target analysis-clear brand positioning and consumer positioning, industry analysis-analysis of competing products and market environment, brand strategy selection-analysis of their own strengths and weaknesses and determination of development direction and goals, brand management-planning brand development stages and subdividing brand development goals. Brand promotion and operation strategy-continuous publicity of brand image, only through scientific, strategic, creative and systematic brand planning, the brand can embark on the track of benign development and maximize the core value of enterprise brand.

In addition to scientific brand planning process, advanced brand planning concept is also the most important thing to realize brand value. Differentiated communication, innovative positioning, channel penetration and strong cooperation are all advanced strategies of brand planning. Only by having a strong strategy team and media resources can we realize a scientific strategy formation process and meet customers' brand cooperation, front-end vision and media resources support in the process of brand value formation and expansion. Make the brand of the enterprise form a good public relations image in the industry and among consumers, and distinguish it from other brands, so as to build the core brand value of customers.