What is the brand package? What does the full brand package include?

The overall brand plan refers to a series of planning plans based on products, with brand as the core, market as the guide, strategy as the goal, and interactive marketing as the focus. For different companies, the role of the brand case is also different.

For growing enterprises, the role of brand planning focuses on incubating brands from scratch. For mature companies, they are more inclined to enhance brand recognition and core competitiveness through market insights and consumer insights.

For enterprises, when formulating a complete brand plan, they need to analyze what stage they are at and what needs they have, and then carry out systematic customization of the complete brand plan based on the actual situation. For enterprises, the overall brand plan = marketing plan + brand plan + communication plan.

1. Market plan

Market plan includes industry analysis, competitive product analysis, target group analysis, etc. It is explained from a theoretical perspective, namely Kotler’s STP+4P theory: < /p>

STP--market segmentation, target group, product definition

4P--product, price, channel, promotion

When formulating a market plan, it is necessary to pass A large amount of data analysis and research are conducted to determine the target market and user groups, and formulate brand plans that conform to the brand's characteristics to help the brand open up the market.

Take Qingxin Shijia as an example. As a cooperative brand of Qianxiang Media, Qingxin Shijia’s market plan has experienced a process from "0" to "1".

When helping Qianxiangshijia to make market plans, Qianxiang Media conducted an analysis and comparison in three dimensions: products, competing products, and audiences, and established the brand positioning and target group of Qingxinshijia. From the perspective of the target group Based on demand, we extracted core competitive advantages such as health, nourishment, affordable price, and easy portability. With the brand slogan of "Qingxin Shijia, the nourishment expert around you", we helped Qingxin Shijia open up the market segment of ready-to-eat dry bird's nests.

2. Brand plan

Brand plan, also known as brand marketing plan, is a useful weapon for enterprises to enhance brand competitiveness. For enterprises, brand naming, promotional slogans, brand concepts, visual design, etc. need to rely on market plans to formulate brand plans.

Take Coolsky as an example. As a start-up brand, Qianxiang Media started from forging the brand value system and brand visual system, and carried out the customization of two-dimensional brand solutions.

In terms of the brand value system, Qianxiang Media established the value creation work with the brand advantage of "the first simple snowboard in China" as the core. From this perspective, the brand naming, promotional slogans, brand Concept design and other work

.

In terms of brand visual system, Qianxiang Media has carried out work such as VI design and extended material design. It has refined key elements from three aspects: visual impression, product impression and behavioral impression, formulated a unified visual system, and strengthened the brand visual system. Brand visual relevance and memorability.

3. Communication plan

The communication plan, to use the formula, is communication plan = information strategy + media strategy. In layman's terms, it is the brand promotion stage, where the problems of "what to say?" and "where to say it?" need to be solved.

Take DTS as an example. When Qianxiang Media solves the problem of "What to say?", it conducts preliminary research on the four major dimensions of market and trends, industry and cases, audience and demand, benchmarking and competing products. After analysis, the communication content was established to “create a more exciting digital entertainment experience for users”. On "Where to Say?", Qianxiang Media focused on laying out the "two Vs" and live broadcast platforms to attract traffic and fans through activities. In the live broadcast brand promotion event - the chicken game live broadcast, Qianxiang Media created 161.85W+ high-quality exposure for DTS in one fell swoop, which enhanced the reputation and popularity of DTS.