The so-called brand strategy includes six aspects: brand decision-making, brand mode selection, brand identification and definition, brand extension planning, brand management planning and brand vision establishment.
1, branding decision. It solves the problem of brand attribute. Whether to choose a manufacturer's brand or a dealer's brand, or to create a brand or join a brand, we must solve this problem before the brand is created. Different brand management strategies indicate different paths and fates of enterprises, such as choosing the integration of production, supply and marketing of "IKEA" or taking the joining trip of "McDonald's". In short, different brands have their specific adaptability in different industries, different enterprises and different stages.
2. Brand mode selection. It solves the problem of brand structure. Whether you choose a comprehensive single brand or a diversified multi-brand, a joint brand or a main and deputy brand, although there is no good or bad brand model, they all have certain industry applicability and timeliness. For example, when Toyota entered the high-end car market in the United States, it did not continue to use Toyota, but established a brand-new independent brand Lexus. The purpose of this is to prevent Toyota from giving Lexus a low-end impression and make it a high-end car brand comparable to BMW and Mercedes-Benz.
3. Definition of brand recognition. What is established is the connotation of brand, that is, the brand image that enterprises want consumers to identify with, which is the focus of brand strategy. It standardizes the brand's thoughts, behaviors, appearances and other internal and external meanings from three aspects: brand mental identity, behavior recognition and symbol recognition, including core recognition with brand core value as the core and basic recognition composed of brand promise, brand personality and other elements. For example, in 2000, Hisense's brand strategic planning not only clarified the brand core value of Hisense's "scientific and technological innovation, building a century-old trust", but also put forward the brand concept of "innovation is life", determined to shape the brand image of "scientific and technological pioneer who challenges the scientific and technological peak in the new century and is committed to improving people's living standards", and at the same time launched a brand-new VI visual identification system. Through a series of marketing communication with brand core value as the commander-in-chief, it has changed the vague and chaotic brand image in the past and become a leading "technology flow" brand in the home appliance industry with clear brand recognition.
4. Brand extension planning. It is a clear definition of the future development field of the brand. Make clear which fields and industries the brand is suitable for development and extension in the future, so as to maximize the brand value on the premise of reducing the risk of extension and avoiding brand dilution. For example, the unified use of "Haier" brand in Haier household appliances is a successful example of brand extension.
5. Brand management planning. It is to protect the brand building from the organizational structure and management mechanism, establish a vision for brand development on the basis of the above planning, and clarify the goals and measurement indicators of each stage of brand development. Enterprises become bigger and stronger by strategy. "People who have no long-term worries must have near worries." Solving strategic problems is the basic condition for brand development.
6. Brand vision. It is the definition of brand's present value, future prospect and belief standard. Brand vision should clearly tell stakeholders, including customers, shareholders and employees, "Theory of Three Represents" theory: What does the brand stand for today? What does tomorrow represent? What represents the efforts from today to tomorrow?
Brand strategy includes these.