The most comprehensive list of brand planning cases!

A complete brand planning scheme includes the following contents (which can be directly screened according to the process): seven systems, the business module of the 3rd16th National Congress, spanning four professional fields: strategy, creativity, vision and technology. 1. Market research 1. Market analysis, industry situation, market size, growth rate, concentration, market share, regional division and price division II. Competitor analysis competitor brand positioning competitor vision system competitor product line competitor target crowd positioning competitor price band benchmarking enterprise brand positioning benchmarking enterprise vision system benchmarking enterprise product line benchmarking enterprise target crowd positioning benchmarking enterprise price band 3, target consumer analysis target consumer positioning purchasing environment analysis demand motivation analysis consumer behavior analysis brand cognitive evaluation 4, market research target consumer in-depth interview-questionnaire planning, Design (30-minute questionnaire)-team organization-questionnaire distribution and collection-data collation-analysis report -n in-depth interview samples-interview location: target consumer terminal-terminal interception research and analysis report Terminal interception research questionnaire design team organizes questionnaire distribution and collection data collation and analysis report N terminal interception interview samples Terminal interception research and analysis report online questionnaire design team organizes questionnaire distribution and collection data collation and analysis report online sample survey and analysis. Report 5, business model analysis, customer value proposition (customer segmentation, customer relationship, etc. ), profit model (cost structure, income source, etc. ), core resources (key cooperation, distribution channels, etc. ), key processes (services, products, management system, etc. 6. Internal research of the enterprise, in-depth interview of the chairman, in-depth interview of the general manager, in-depth interview of the core management, SWOT analysis of the enterprise, user research in various industries, and senior management research of the enterprise. Brand Positioning Strategy (SDP) Consumer Segmentation Brand Differentiation Attribute Difference Benefit Difference Value Difference Target Market Positioning (Positioning) 2. Core Positioning Elements (CPE) Consumer Portrait (Persona) Consumer Pain Point (Pain Point) Consumer Scenario (competitive) Brand Attraction (Apparel) Rational Attraction (Rational Apparel) Brand Photo (Print) Core Truth Super slogan) 9. Brand language system. Brand strategic planning 1. Brand mode: choose single brand or multi-brand joint name or endorsement brand or guarantee brand 2. Brand strategy path: brand introduction period: brand interpretation period: brand occupation period 3. Brand mental identity (MI) brand mission brand spirit service policy brand style management concept management concept human resources concept quality concept customer relationship concept effective innovation concept financial management or cost concept functional work service concept market concept survival and competition concept benign change concept development concept resource concept learning concept safety and health concept success concept brand development motto 4. Brand extension planning brand extension strategy 5. Brand asset management, brand awareness, brand reputation, brand loyalty and brand association. Brand logo design. The design of brand visual identity (VI) system selects the basic system and application system in VI system according to the actual situation and needs of customers. (1)VI Basic System Brand Logo Interpretation Logo Coordinate Drawing Specification Logo Grid Drawing Specification Logo Reserved Space and Minimum Application Specification Brand Standard Color and Auxiliary Color Brand Chinese Abbreviated Font Brand English Abbreviated Font Brand Chinese Full Name Font Brand English Full Name Font Logo and Chinese-English Combination Design Logo Application Description Logo in Color Environment Description Logo Disabled in Brightness Background Description Brand Chinese Special Printing Font Brand English Special. Printed font logo and logo combination standard color of auxiliary shape design gray and movable range specification Application layout design of auxiliary shape Standard layout specification (vertical) (specification logo, logo, placement information and auxiliary type) Standard layout specification of auxiliary shape (horizontal) (specification logo, logo, Enterprise information and placement of auxiliary forms) Overview of the application of auxiliary forms in 2)VI system Picture style specification Picture style: Product picture style: People's pictures with inappropriate key design elements (brand core five elements: logo, standard color/auxiliary color, auxiliary shape, printing font and picture) Printing proofing standard combination printing proofing standard color spot color printing proofing standard color four-color printing proofing auxiliary color (gray) printing proofing auxiliary color (gold) printing proofing auxiliary color. There is no envelope. Stationery and sticky notes fax document layout specification document layout specification e-mail layout specification computer wallpaper presentation CD cover specification work permit water cup data package office folder (A4) Guest business card tender cover and inside page format contract book cover greeting card identification application example invitation card identification application example handbag wrapping paper desk calendar and wall calendar identification application example public relations gift example (office pen, notebook, umbrella, A creative design product) power of attorney and authorization card company flag (national flag, flag hanging, flag sitting) building appearance identification style enterprise door appearance glass door sticker floor distribution indicator road sign indicates company building main body identification system symbol podium image wall identification application example company badge company cultural shirt, Cultural hat tie worker clothing work hat company commercial vehicle company truck company shuttle bus parking card parking area partition board outdoor advertising element selection specification advertising layout specification anti-aircraft gun advertising layout specification neon lamp advertising layout specification car body advertising layout specification (car body) road flag advertising layout specification sales data element selection specification promotion main image screen design B-6-09 activity background board specification brochure cover specification publicity 30% off, Single-page layout specification video and other elements selection specification video advertising logo freeze-frame layout specification B-6- 14 newspaper advertising series layout specification (full page, half page, banner) B-6- 15 magazine advertising specification poster layout specification direct mail online version layout specification (home page, pagination) B-6- 1 9 Network advertising layout specification Sun umbrella advertising inner packaging box logo application specification inner packaging bag logo application specification B-7-03 outer packaging logo application specification certificate, warranty card, warranty card layout specification sealing tape, Packaging Tape (III) Brand Totem Symbol Design Totem Symbol Positioning Totem Symbol Prototype Positioning Totem Symbol Design Totem Symbol Turning Totem Symbol Combination Totem Symbol Terminal Application Totem Symbol Promotion and Application (IV) Brand Album Design Company Introduction Company Background Company Concept Company Culture Company Values Company Vision Company Strategic Qualification and Honorary Brand Introduction Brand Origin Brand Story Brand Values Brand Positioning Brand Appeal Competitive Advantage Product Introduction Product Advantage Product Line/ Kloc-0/ product line 2, product line 3, competitive advantage, core customer interests, core competitiveness planning, core service extension service joining mode, joining advantage brand support standardization system, joining condition management system joining process (5) brand website design, website home page design 1P carousel page design, 3-5p secondary page design 1 0-20p about1 0-20HTML page making C-06-05 professional interface art design (PhotoShop file format) C-06-06 enterprise news or article management background product management background picture management background online form submission background social media sharing module online customer service module C-06- 12 natural seo search engine optimization (title, keywords, Content) (6) product structure combing product naming product structure planning product primary and secondary product combination product release strategy order new product development creativity old product renovation strategy (7) product execution strategy product selling point planning product pricing strategy price elasticity management product channel strategy (8) product packaging system existing products/ Packaging diagnosis and differentiation product packaging color planning product packaging form planning product packaging material planning product packaging main visual planning product packaging design series product material system product brochure product main KVPOP display poster poster image advertisement newspaper advertisement handbag (9) terminal marketing strategy terminal display design shelf design shelf design stack head design terminal vivid image price brand platform horizontal light box vertical light box promotion platform jump brand terminal promotion combination promotion strategy. In-channel promotion and out-of-channel promotion (10) marketing communication theme marketing big strategy marketing big idea strongest strategy axis (1 1) online marketing strategy, new media marketing strategy, online word-of-mouth marketing strategy, search engine occupation strategy, topic/event marketing strategy (12), offline marketing strategy, conference. Terminal promotion strategy, public relations activity planning, public relations activity theme, public relations activity, creative crisis public relations (13) media strategy TV advertising strategy TV advertising strategy outdoor advertising strategy Internet launch strategy (14) membership-based CRM system planning customer loyalty management system (1 5) Brand investment planning industry data collection and research Brand investment selling point refining Brand investment joining policy Franchisee profit analysis Joining process-The list is finally over, which is very long, but it is very practical and worth consulting for enterprises and companies. When planning the whole case, it is recommended to learn more and consult more, and carry out brand planning in combination with their own enterprise status and needs.