How to write the corporate brand planning scheme?

Enterprise brand building is a process of adopting targeted strategic planning according to the enterprise's own ability and contribution. Generally speaking, brand building is to establish a good communication channel with the community. It is a good choice to cooperate with marketing planning company. According to the advantages of enterprises in all aspects, the process of undertaking corresponding social responsibilities and establishing a good image. With the development of enterprises, it is a long process. Let's introduce it in detail below.

The first market goal, brand building, is what the enterprise expects to achieve, or what kind of enterprise it hopes to become. It refers to what the enterprise can pay now and what it can contribute in the future, so that the market can give more resources and pay the corresponding fees according to its contribution.

The second market analysis shows that it is impossible for any enterprise to operate independently from the market. The premise of any enterprise activity is to fully understand the market and segment the market. No enterprise can cover everything and make all kinds of plans and strategies to enter the market on this basis.

Third, product price differentiation: the actual price is calculated according to the utility of the product, the perceived value of the customer and the production cost. Only when there is a value difference with the same type of products can the price be more standardized. In the final analysis, it is only the existence of value.

Fourth, functional differentiation: the value of products is the embodiment of functionality, and its own complex parts and processes are not considered as the measure of value. In the market segment, similar products all have functions. In view of the unsatisfied needs of customers, the countermeasures of functional differentiation are formulated.

The fifth cultural difference: no two companies are the same, even companies that produce the same type are different. The difference lies in cultural differences, which can be better reflected in products, production processes and enterprise services. This is a continuous process, which is very important for brand building.

Sixth publicity strategy: This is a series of methods to keep in touch with brands and markets and establish close ties. It is to inform other members of the community and customers about the advantages and products of their own enterprises, and it is also a direct manifestation of establishing contact and communication with the market, and the product transaction of enterprises is produced here.

Seventh enterprise feedback mechanism: brand building itself is a bridge between good image and social friendly communication. The market's evaluation and psychological expectation of enterprises must have a set of feedback mechanism to feed back to all sectors of society in time.

Eighth enterprise logistics support: even pure manufacturing industry has begun to pay attention to logistics and pay more attention to logistics support. There are two subdivisions, one is production logistics and the other is sales logistics. In service companies, sales logistics is emphasized. It pays attention to speed and convenience, which embodies the advantages of enterprise brand and timely feedback to the market. Brand building is a continuous process, and corporate brand planning is an extremely important part of corporate strategic planning.