All necessary tools and workflows for brand operation are shared.

Brand operation is a branch rarely mentioned in operation posts, but it is very important for both individuals and enterprises. First, what is brand operation? Brand operation is a series of comprehensive planning work done by enterprises with brand as the core. It is a complex system engineering, involving enterprise strategy, activities, advertising, media, public relations and public welfare. Second, the basic requirements of brand operation (1) Three elements of successful brand operation A successful brand should have three elements: the brand's scientific and technological strength, image strength and marketing strength. Scientific and technological strength is in the basic position among the three elements of a brand, which is the foundation of a successful brand. Without scientific and technological strength, enterprises cannot develop high-tech commodities, reduce commodity costs, improve commodity performance and appearance, and gain a foothold in the fierce domestic and international markets. Image power is the lifeline of an enterprise. If an enterprise can't establish a good image in front of the public and win the general goodwill and cooperation of the society, it will be difficult to gain a foothold in the society. A good corporate image helps to form a stable sense of confidence and belonging among the public and a great psychological attraction. Marketing power is the ability to open the market and conquer consumers through brand promotion on the basis of scientific and technological power and image power, and it is the result of the comprehensive action of many factors in the enterprise. If corporate brand marketing is compared to a dragon, then marketing power is the leader, and scientific and technological power and image power cooperate like two wings, thus driving the dragon body and the dragon is expected to take off. (2) Brand operation must regard product quality as the lifeline of the brand. Brand operation is a complex system and quality is the key. When consumers choose products, they always choose products with higher quality. It is nonsense for enterprises to create famous brands if they can't communicate perfectly with consumers through commodities. Panasonic is famous because its quality is higher than that of ordinary companies. Enterprises must clearly realize that 1% product defects are 100% losses for consumers who buy products. Without strict quality management as the backing, even if a product is born smoothly, it will soon decline. (3) Brand operation is inseparable from the propaganda function of advertisements. According to a statistic in the United States, the top 20 brands in the United States spend an average of 200-300 million dollars on advertising every year, while some top companies, such as Coca-Cola, spend 500 million dollars on advertising every year to create a sensational effect. In this increasingly competitive market, if you want to maintain and improve the brand's popularity and reputation, and always keep in touch with consumers, you can't do without the strong publicity of advertisements. Brand competition is not only a contest of strength, but also a contest of advertising. Paying attention to publicity is very important for improving brand reputation and popularity and shaping a good brand image and corporate image. (D) brand operation is the operation of brand reputation. Liu Yonghao, the king of feed in China, believes that a brand has two meanings, one is product brand, and the other is reputation brand. Product brand is tangible, visible and tangible, which is the foundation of the brand: the reputation brand is invisible on the surface, but it is "word of mouth" and is widely recognized by the society. A survey in the United States shows that a satisfied customer will trigger eight potential transactions, and at least one of them can conclude that a dissatisfied customer can influence the purchase intention of 25 people. Thus, the word-of-mouth influence of "users tell users" is enormous. To win public praise, we must do all the basic work very carefully, in place and persistently. Only when the level of products and services exceeds customers' expectations can we get their recommendation and publicity, win a good reputation for corporate brands and establish a good brand image. (5) Brand operation must cultivate the brand technology content of famous brand employees, which plays a very important role in brand competitiveness, and this must rely on talents. In order to establish a brand, enterprises in China must be supported by first-class talents and based on the high quality of employees. "If you want to create brand-name products, you must first shape brand-name employees." Lester Thurlow, an American economist, pointed out that the key to improving the competitiveness of enterprises is to improve the ability of grassroots employees, that is, to create brand-name employees. To cultivate famous brand employees, we must strengthen the discipline and cooperation spirit of employees and improve their quality in an all-round way. Every employee of Motorola receives less than 40 hours of training every year on average, and the company can build a qualified "Motorola" workforce of10.2 million people. The company's profit rate is increasing at the rate of 12%, winning the reputation of "American honor". Third, the work of brand operation How to carry out brand operation has a set of workflow and work content. Next, we will talk about the steps of brand operation in detail: 1, market analysis: covering market category analysis, online and offline analysis, off-season analysis, marketing investment plan 2, product positioning: analyzing target consumers, such as age, style, price, etc. Analyze the consumption psychology of young customers; Psychological analysis of regional consumption is also called purchasing power analysis. 3. Choose competitors: Who are the main competitors? Dynamic analysis of direct and indirect competitors; Conduct competitor's planning, market analysis, channel analysis and promotion analysis; Competitor price and baby sales analysis; Analysis of competitor's brand sales. 4. Partner selection: planning company, self-media platform, advertising media organization 5. Team building: team building demand analysis, business process standardization, sound financial system, overall arrangement of corporate affairs, resource coordination, data analysis, brand training, etc. 6. Marketing promotion: Understand the rules of the industry game, master the major marketing promotion platforms, understand SNS marketing, exhibition promotion, brand activity planning and marketing, traditional media, Weibo WeChat and other new media, website search optimization, posting and passive marketing are mainly planned and implemented by creative copywriting. 7. Sales management: contact interested customers, develop agents, improve the company's reputation and reputation, increase market share, business opportunity management and payment management. 8. Market maintenance: creativity and feasibility of activity planning, customer satisfaction survey, establishment of customer management system, customer satisfaction analysis, bill loss rate analysis and customer retention rate analysis. To become a brand operation ability requires practitioners' strategic management ability, interpersonal skills, creative planning ability, activity execution ability and quick learning ability. If you want to get a better career development space, you must acquire these skills. (1) Strategic management ability: Brand positioning and management ability are essential in order to gain more career development space. (2) Interpersonal skills: Being a brand requires dealing with executives, announcements, public relations, media and consumers. Good interpersonal skills are very important. (3) Creative planning ability: To be a brand with good inspiration and imagination will get twice the result with half the effort. (4) Activity execution ability: If you have a good idea, you have to implement it concretely, and you can't stay in the wild. (5) Fast learning ability: Internet has a great impact on traditional marketing communication. To be a brand, we must keep up with the times and use new communication methods and concepts. Brand operation and everyone will share here. In the next issue, we will share how to build an excellent brand.