Model essay on corporate brand strategy research?

Brand has gradually become a comprehensive and humanistic symbol of enterprises. To this end, I will share with you. Please refer to.

1. R

Model essay on corporate brand strategy research?

Brand has gradually become a comprehensive and humanistic symbol of enterprises. To this end, I will share with you. Please refer to.

1. Research on brand strategy of private enterprises

Since the reform and opening up, China's domestic private enterprises have made great progress, and a large number of large and medium-sized private enterprises have emerged. Private enterprises are playing an increasingly important role in absorbing employment and increasing fiscal revenue. However, at present, the overall competitiveness of domestic enterprises in China is weak, and with the entry of a large number of foreign-funded enterprises after China's entry into WTO, domestic enterprises in China, especially private enterprises, are facing a severe test. How to improve the comprehensive competitiveness of domestic enterprises, especially private enterprises, and get rid of the current predicament has become a top priority.

At present, the competition between enterprises is essentially the competition of enterprise brands, which is the consensus of the business community. Enhancing the brand value of enterprises and doing a good job in brand strategy are one of the elements to improve the competitiveness of enterprises.

Keywords: private enterprises; Brand strategy; core competitiveness

1 Overview of corporate brand and brand strategy

1. 1 brand meaning

Brand is a name used in combination with terms, signs, symbols, signs or designs to distinguish * * * or * * * supplier groups or their competitors. In fact, the meaning of brand has been greatly expanded. The premise of brand formation is the quality of goods, and the goal of brand creation is to ensure the supremacy of goods in the hearts of consumers. It has been linked with the overall image of the enterprise, which is the "face" of the enterprise, that is, the corporate image.

1.2 What is brand strategy?

Brand strategy means that enterprises create a good brand image by creating the market. It is a strategic choice to improve product quality, open the market with popularity, attract customers, expand market share, get rich profit returns and cultivate loyal brand consumers. Brand strategy is the core of modern marketing. From the function of brand strategy, brand is not only a symbol of product, but also a comprehensive embodiment of product quality, efficiency and reliability to meet consumer utility. It condenses the scientific management, market reputation and spiritual and cultural connotation of enterprises, and determines and affects the product structure and service orientation of enterprises. Therefore, it is the basic function of brand strategy to exert brand's market influence, bring consumers confidence and give them material and spiritual enjoyment.

2 Taking sports brands as an example, the brand strategy of domestic private enterprises

2. 1 Li Ning

1989 Li Ning founded the "Li Ning" sporting goods brand, and took the opportunity of sponsoring the China delegation of the 90th Asian Games to start the business of Li Ning Company, which initiated the brand management of sporting goods in China. 1990 The brand "Li Ning" spread all over China with the flame of the Asian Games. 1992 During the Barcelona Olympic Games, "Li Ning Brand" was selected as the special equipment for the China sports delegation to receive prizes, thus ending the history of China athletes wearing foreign sports brand clothes at the Olympic Games. From 1993 to 1995, Li Ning experienced a rapid development stage. In the following three years, Li Ning made a series of business adjustments, and then ushered in the second development of Li Ning. After ten years of development, Li Ning has become the first sporting goods brand in China.

After the leap-forward development, "Li Ning" met its own growth limit. This is a difficult problem that any company may encounter-after the successful rapid expansion, the growth rate of the enterprise drops sharply until it stagnates or even goes backwards. The whole enterprise feels that there is an almost evil influence that is preventing the scale and benefit growth of the enterprise, and everyone is oppressed by a sense of crisis. Later, during the 2002 World Cup, "Li Ning" launched a special advertisement: ordinary boys and girls appeared in ordinary roads, overpasses, open spaces, roofs and hutongs. At that time, there was no professional playground, no audience and no applause. They are running, playing football, basketball and badminton ... everything seems normal ... they are all wearing Li Ning's clothes, and their eyes show. Clothes are hanging in the yard, and they stand on both sides to play tennis; Draw a white circle on the iron gate in the alley, and it becomes a blue board; In the room, a child simply turned off the light with a standard blue throwing action ... Finally, the voice-over sounded: "Anything is possible if you want."

"Everything is possible!" * * * Anything is possible! * * * The positioning of Li Ning brand is much more accurate. In front of young and energetic people, external restrictions are futile, everything has just begun, and everything can be created from scratch. "Everything is possible!" With vivid and sensible pictures, it strongly implies a kind of value commitment to the audience: owning Li Ning brand products is not only a daily necessities, but also a quality of life.

This extraordinary "one minute" reveals an important signal: Li Ning brand will appear in front of the world with a brand-new look. This marks the comprehensive start of a major project that Li Ning has been planning for a long time-reshaping Li Ning. Today, "Li Ning" has become the first sports brand in China. Not only China athletes wear Li Ning's clothes, but also foreign athletes wear Li Ning's clothes on the Olympic podium, which is the result of successful brand strategy. Thanks to unremitting efforts and successful brand strategy, Li Ning and his company have achieved a wonderful whole process from scratch to the first domestic sports brand and the fifth international excellent company.

2.2 Case Comparative Analysis-Double Star

As the leader of the shoe industry in China, Shuangxing is the largest shoe-making enterprise group in China. At present, there are 10 shoe cities in Shuangxing Development Zone, Haijiang, Industrial Park, Luzhong, Hanhai, Zhongyuan, Chengdu, Guiyang, Zhangjiakou and Fujian, and there are more than 140 shoe production lines, with six categories of hot vulcanized shoes, cold bonded shoes, cloth shoes, leather shoes, injection shoes and professional shoes, with an annual output of nearly/kloc. Double Star also deals in sportswear, with more than 4,000 chain stores in China. We have set up ten branches abroad in the United States, Germany, Russia and the United Arab Emirates, and established trade partnerships with more than 200 foreign customers. We have the only national technology research and development center and leather and footwear testing center in China. The first batch of "Double Star" trademarks were recognized as "China well-known trademarks"; Double Star Footwear ranked first in the sales volume of similar products in China for 15 years in a row, and maintained a leading position in the shoemaking industry in China.

Today, we see that many up-and-coming sports brands have chosen a new brand line, that is, "Sports and Fashion", and their brand awareness has also increased rapidly based on China. The brand positioning of Double Star is low-end products, and the target customers are low-end consumer groups. We can see that Shuangxing's shops are offering discounts almost every day and dumping goods every day, which makes it form the concept that "Shuangxing is a low-grade commodity" in consumers' minds. It's hard to imagine that such a binary star, which fights a price war with a large number of small shoe factories every day, is actually the boss of China shoe industry. How can an enterprise struggling in such an unstable market environment maintain its brand vitality for a long time? ! Although the double star has a certain share in the international market at present, it can't realize the promotion of brand value. If this situation continues, this binary star will encounter a "growth limit" in the near future. It will be very difficult to open the market at that time, and the original market share will also shrink. Therefore, the growth of binary stars is urgent!

2.3 Enlightenment of successful brand strategy

A successful brand strategy is not entirely based on good opportunities, and enterprises cannot gain long-term vitality if they do not pay attention to their own quality. If an enterprise wants to build a successful brand, it must first strengthen its core competitiveness. Just like the "Li Ning" we mentioned earlier, Li Ning is a world champion. The core competitiveness of "Li Ning" is that for the target customers, "Li Ning" will give people the feeling of fighting like Li Ning, becoming a champion like Li Ning and enjoying sports like Li Ning. Similarly, enterprises must maintain their image in front of the public, so that consumers can trust you and choose your products with a positive attitude. In addition, in the face of competition in domestic and foreign markets, there is a game between enterprises and competitors, so the leaders of enterprises must take a long-term view and pay attention to long-term development interests. Brand strategy is not temporary. Many enterprises advertise and publicize in a big way when they start brand operation, blindly publicize like a gust of wind, and measure the acceptance of consumers by the acceptance of insiders. In fact, brand promotion is a long-term and systematic work. Unless an enterprise has enough accumulation in new product development, advertising, promotion, public relations and services, and is unified in a clear positioning, it is difficult for an enterprise to establish a successful brand. 3 suggestions for domestic private enterprises to do a good job in brand strategy

3. 1 Brand building of domestic private enterprises

Although many private enterprises are aware of the importance of brand, most private enterprises can't create unique and vital brands because of the one-sided brand view of private enterprise decision makers and the lack of brand professionals in China. I think the brand building of private enterprises should pay attention to the following issues:

3. 1 Establish a correct brand concept

An excellent brand reflects the comprehensive quality and cultural background of an enterprise and is an important part of the core competitiveness of modern enterprises. To be a good brand, we can't just look at the quality of its products. There are many other key factors that affect the success of brand building: brand positioning, personality, culture, values and emotional interest. Private enterprises in China are facing increasingly fierce competition, and the role of brands is increasingly prominent. Without brand, enterprises will have no core competitiveness. Some decision makers think that brands are advertisements, so some enterprises keep advertising with great fanfare. In fact, advertising is only a necessary means of brand building, and brand building cannot be separated from advertising, but it can't be just advertising. In addition to advertising, enterprises still have a lot of work to do to comprehensively improve brand awareness, reputation and loyalty. "Famous brand" can be produced by advertising bombing, but famous brand is not the same as brand. Brand building is a systematic project, and brand recognition is only the first step of brand management. In order to enhance the competitiveness of private enterprises in China, brand awareness, reputation and loyalty must be unified.

3.2 accurate and reasonable brand positioning

Brand positioning is a part of brand recognition that is often publicized to consumers. The purpose is to effectively establish the differences between brands and competitors, and occupy a unique position in the minds of consumers with high visibility, reputation and loyalty.

Brand positioning is a highly technical strategy, which cannot be separated from scientific and rigorous thinking and must follow some basic principles.

① Consumer-oriented principle. Any product produced by an enterprise is to meet the psychological needs of a specific consumer group. Brand positioning must be consumer-oriented. The initial point of brand positioning should be a comprehensive, sufficient, objective, accurate and timely consumer survey, and positioning information that meets consumers' psychological needs should enter consumers' hearts through appropriate media.

② Individualization principle. To make a brand really alive and communicate with consumers emotionally, it is necessary to give the brand a unique personality and make the brand have a certain spirit and soul. This personality actually represents the difference, which may have nothing to do with the physical characteristics and efficacy of the product, but is given by the brand positioning.

③ Dynamic principle. Brand positioning should be constantly adjusted according to the changes in market conditions, so that the brand will always have market vitality. In the fierce competition market, there is no permanent brand, and the key lies in whether enterprises always pay attention to maintaining their own brands. Brand maintenance is a long-term and dynamic process, which must cooperate with a series of activities such as brand segmentation, brand extension and brand expansion.

3.3 Focus on cultivating the cultural meaning of the brand.

Brand culture is the impression, feeling and added value of the brand in the eyes of consumers, and it is the sum total of business ideas and business behaviors condensed in the brand. Brand culture and brand complement each other. Although brand culture is intangible, it is the soul, essence and pillar of the brand. If the quality of products is the cornerstone of a brand, then a brand with rich national cultural heritage is the soul of the brand. Brand culture is the concrete embodiment of national culture in enterprise management and brand creation activities, and it is an important carrier of national culture. The success of world-famous brands mostly benefits from their national cultural characteristics.

References:

Xiao Chun of General Electric Company. A case study of enterprise strategy in technology brands [J]. Business Studies, 2009.

[2] Zhao Yanfeng. The secret of multi-brand strategy [J]. Chinese Trademark, 2009, * * 3 * *.

3 Dewey. Product brand strategic choice [J]. Chinese and foreign corporate culture, 2009, * * 3 * *.

[4] superior. How to lay a good new brand strategy [J]. Building materials and decoration: marketing, 2009.

5 Dewey. Eight brand strategies for enterprises to choose from [J]. Market research, 2009, **2***

The second is the brand strategy of TV programs.

With the increasingly fierce competition of TV programs, to occupy a place in TV media, we must take the road of brand. Taking Global Information List as an example, this paper makes a concrete analysis and research on the brand positioning, brand recognition and brand communication of TV columns.

Keywords: global information list, brand positioning, brand identification and brand communication

Every TV program is an independent product. If you want to survive for a long time, you must take the road of branding. Only by making the column produce brand effect can it be invincible in the fierce market competition. Therefore, "brand building" is the goal pursued by every TV program. Based on the analysis of two sets of CCTV Global Information List columns, this paper discusses how TV columns build brands and win the market.

I. Introduction of Global Information List Column

20031October 20th, 10, CCTV-2 was completely revised as "Economic Channel". Due to the demand of economic information programs for channel positioning, the TV news brand "global information list" came into being. It forms the main news column of CCTV-2 economic channel with the first time in the morning, economic information broadcast and economic half-hour in the evening. Become one of the components of the main framework of CCTV-2 economic channel information column; Become the highlight of CCTV-2 at noon; Become a brand-new TV news brand.

Main contents of column 1

As one of the main news frames of CCTV's economic information channel, the global information list provides the audience with international global economic information at noon, and collects the rankings of authoritative news websites at home and abroad and global media hotspots as a reference, and selects news in the vast ocean of information by publishing classified news lists. The audience can also see news pictures with visual impact, learn about the five "red and green stock market lists" of Shanghai and Shenzhen stock markets, and get refreshing global information.

The main part of the second column

* * *1* * Top news ranking: from an economic point of view, report the top political news and breaking news ranking.

***2*** Financial news list: release the most influential news ranking in the financial field from the perspective of the people.

***3*** News People List: Who was the most concerned person in the world that day?

* * * 4 * * Company News List: Which companies in the world have created the most shocking news events in the industry?

***5*** list of science and technology news: the latest science and technology news that supplements the cutting-edge and practicality and stimulates human curiosity and creativity.

***6*** Selected small section: including today's news and photo news: good-looking, interesting, relaxed and refreshing news.

In addition, the column will also make corresponding special reports according to the hot news of current politics such as economy and current politics.

Second, the brand positioning of global information list

"The so-called positioning is an advertising method and promotion means to make the products of enterprises occupy a position in the minds of consumers and leave an impression." Nowadays, the competition among TV stations, channels and columns in China is fierce. No column can win the hearts of all audiences. Therefore, accurate positioning has become an important link in the survival and development of columns. Positioning itself is also a part of brand recognition and value proposition. Through positioning, brands hope that consumers can feel and think about the differences between brands and competitive brands.

1 Problems in brand positioning

Global Information List, First Time, Economic Information Network and Economic Half-hour are a whole in content arrangement, and the contents of each column are shared. From the point of view of channel column integration, this kind of resources * * * realize the all-round rolling broadcast of the latest economic news information, which is a good case of column integration. However, as far as the positioning of a single column is concerned, such enjoyment of resources seems to create certain obstacles for the positioning of each specific column. In order to stand out and establish a unique TV column brand, the global information list must analyze other columns to find the uniqueness that can be accepted by the audience.

Before the birth of the global information list, most of CCTV's TV news columns were serious. The host sat in a serious position with a serious expression, and the news content was arranged in the order of domestic and international news, which was extremely rigorous. Although this style embodies the authority and seriousness of news, in the era of entertainment, this way of news broadcast lacks the flavor of life and cannot meet the needs of ordinary people for information and entertainment cognition. This provides a reference for the positioning of the global information list.

2 initial brand positioning

From the beginning, the global information list has positioned itself as an information column of the global news list for business people and white-collar workers.

First of all. This positioning captures the business white-collar workers, a focus group with certain economic strength and economic mind, and determines the target audience, so the column content is easy to arrange.

Secondly, this positioning has found a breakthrough in TV news columns. The "global information list" imitates the major music, entertainment and fashion charts that frequently appear today, grafting network communication and releasing news in the form of charts. This is a brand-new attempt in news arrangement, and it has also achieved a breakthrough in news entertainment, adding relaxed, suspenseful, dynamic and fashionable colors to news content that may be boring, and conforming to the trend of entertainment.

Generally speaking, these information columns of CCTV-2 are more entertaining than those of other channels. Except "Economic Half-hour" targeted by TV news magazines, the news contents of the other three columns are basically the same, and the programs all end with light content such as fashion shows, new car highlights, latest singles or interesting life scenes. Nevertheless, the personality of the global information list is outstanding-it is a platform for displaying news lists. Audiences have their own preferences for news, and they also want their favorite news, companies, brands, financial figures and technology products to rank first. The global information list captures the audience's psychology of "advocating role models" and produces a news list that conforms to their psychology.

3 adjustment of brand positioning

In the process of column development, the global information list has also made some adjustments to the brand positioning. After all, few people really understand the economy. Even if it's only a small part. And it may be that people who are not used to watching TV programs at noon will do the programs, so it is difficult to improve the ratings and the survival of the columns will also face certain problems.

Therefore, the global information list has appropriately expanded the target audience, made the news broadcast more life-oriented, and added more life anecdotes to the news content. It can be said that it will make the economy alive. Let more ordinary people accept it, and let them get relevant economic knowledge from the column. Although this knowledge seems irrelevant to business people or economists, ordinary people are satisfied to know it. This knowledge has been able to provide convenience for their lives. Moreover, this knowledge won't take them much time to understand and digest, so they like to watch it.

Third, brand recognition of global information list.

Brand recognition is a unique brand structure that brands are eager to create or protect. These ideas show what a brand is. And by generating a valuable proposition, including self-replication of function, emotion or value, the relationship between the brand and customers is established. For TV programs, we can realize brand recognition by building an independent audio-visual image recognition system, so that the audience can remember the program in the shortest time, and on this basis, deepen the audience's reputation and loyalty to the program.

Brand recognition can help the audience distinguish the global information list from other information columns, and at the same time establish the image of the global information list in the eyes of the audience. Next, this paper will analyze the characteristics of the TV column "Global Information List" around three aspects that can be used for brand recognition: slogan, vision and sound.

1 slogan recognition

Slogan is the embodiment of brand concept. A good slogan helps to establish a good brand image. There are two slogans in the global information list: "Know the survival of journalists" and "Know the world with one list". The most wonderful slogan is "Those who know the news live", which is very powerful. Although this sentence is a bit exaggerated, it makes sense to think about it carefully. It should be said that it is very attractive. These two slogans are actually a sublimation summary of column positioning. It not only clarified the target audience, but also highlighted the list characteristics of the column, which laid a solid foundation for the establishment of brand image.

In addition, the top news list, the first small part of the global information list, also has its own slogan: understand the world and read the top news first. The slogan is concise and atmospheric, and the psychological hint to the audience is: