Introduction of this issue: At present, it is the 14th Five-Year Plan for many enterprises, among which the 14th Five-Year Plan for brands is the most important. Therefore, based on the brand strategic planning experience of nearly 100 state-owned enterprises and state-owned enterprises, and the "14 th Five-Year Plan" policy of high-quality development, digital upgrading and aligning with international first-class standards, McGrady brand consulting summarizes and refines standardization masters for the reference and download applications of brand managers of various enterprises, which belongs to public information. (No copyright restrictions)
The text reads as follows:
The first part: Review and current situation analysis.
I. Overall achievements and experience in the past five years
(a) the target direction ()?
(2) Brand equity ()?
(3) Brand promotion?
(4) Brand management ()
Remarks: The focus of this unit is to review and summarize the brand work in the past five years, such as: the practical difficulties of the goal/the basic law of the goal completion/and so on.
Second, the problems and deficiencies in brand work
(A) brand layout (? ) to be optimized
(2) brand positioning (? ) needs to be improved.
(3) brand work (? ) need to be strengthened
(4) The key work of the brand (? ) needs to be improved.
(5) Brand communication work (? ) needs to be improved.
(6) brand management (? ) need to be improved?
(7) Brand team (? ) need to be improved
Remarks: this unit focuses on the practical problems faced by the brand from seven aspects: systematic/forward-looking/holistic/commercial/diverse layout;
Third, the prospect of five-year brand strategic planning in this period.
(1) At the national level: ()
(2) Industry level: ()
(iii) Group level: ()
Remarks: The focus of this unit is to put forward the macro characteristics of brand planning that enterprises will face in the next five years. For example, the strategic position of the brand has become increasingly prominent in the guidance from the 13 th Five-Year Plan to the 14 th Five-Year Plan at the national level, and the guidance related to enterprises has gradually become concrete;
The second part: the content of brand development in the five-year plan.
First, the guiding ideology: OGSM model
Brand guiding ideology of many Fortune 500 multinational groups.
Brand Vision (Goal): Consistent with the Group/corporate vision, or upgraded.
Goal: Consistent with the strategic goal of the group/enterprise, it can be divided into group/enterprise brand and business/product brand.
Brand strategy: brand positioning strategy/brand layout strategy/brand architecture strategy/brand reputation strategy, etc.
Measurement indicators: annual or periodic evaluation, including market ranking, market share, premium gross margin, brand equity, brand value and influence index.
Remarks: The focus of this unit is to put forward the height/target/realization mode that the enterprise will achieve in the next five years under the guiding ideology of brand OGSM;
Second, the basic principle: S-BAT model
Research on China's Three Major Industries and McGrady Listed Group Companies in Recent 20 Years
Strategy: Group strategy includes group brand strategy, and business strategy includes product brand strategy.
Business-driven: Brand elements that drive business are invested.
Operational: Brand strategy focuses on projects.
Timetable: The rhythm order of brand building and promotion has a frame timetable.
Remarks: The focus of this unit is to put forward basic management principles for the strategic system through the S-BAT model, such as how to ensure the realizability/accessibility of the business;
Third, the brand building development plan?
Through (), realize the prestige and influence of the group;
Complete the business objectives and strategic layout through ();
Enhance customer value and brand positioning through ();
Through (), improve the system construction and management upgrade;
Pass (? ), build a brand evaluation system;
Remarks: This unit focuses on important planning measures, such as achieving competitive value and brand positioning through accurate positioning of core markets and target customers.
Part III: Five-year planning of brand system.
The core content of brand planning:
Combination/Construction/Optimization of Business System and Brand Architecture System
1, business field ();
2. Business combination ();
3. Business expansion ();
The core content of brand planning 2:
The carding/construction/optimization of strategic system and brand layout system
4. Brand layout ();
5. Brand structure ();
6. Core brand ();
The core content of brand planning 3:
Combing/constructing/optimizing the target system and brand value system of sub-brands/main brands.
7. Target customers ();
8. Brand value ();
9. Strategic advantage ();
The core content of brand planning 4:
Integrate/establish/optimize the operation system and brand management system.
10, brand organization ();
1 1, brand system ();
12, brand process ();
Brand planning core content five:
Brand building promotion system and key projects
13, promoting the core content ();
14, promote the main forms of integration (? );
15, key projects (? );
Brand planning core content six:
Evaluation system and evaluation of brand equity monitoring/promotion effect
16, brand equity ();
17, indicator system ();
18, marketing effect ();
Seven. Overall timetable for five-year planning of brand system
Eight. Major tasks and action plans for the next three/five years
Remarks: the focus of this unit is to put forward the systematic construction of key planning and put it on the appropriate time axis;
Part IV: Safeguard measures
I. Organizational guarantee
Second, talent protection.
Third, financial guarantee.
Fourth, institutional guarantee.
Verb (abbreviation for verb) motivates and evaluates.
Remarks: This unit puts forward five suggestions on how to ensure the smooth implementation of brand planning.
Template source: McGrady brand 14th Five-Year Plan and Five-Year Plan Standard Master.