The key of brand strategy is to target consumers, penetrate different levels of brands into consumers' hearts, and locate brand value, so as to benefit from brand resources. The following is a paper on marketing and brand packaging strategy that I recommend to you. I hope you like it!

On Marketing and Brand Packaging Strategy Paper 1 Analysis of Marketing Strategy and Brand Packaging Strategy

In the new era, marketing and brand packaging strategies have been more and more widely used in enterprise development. In-depth investigation and research on marketing and brand packaging, and detailed analysis of the specific implementation strategies of marketing and brand packaging are conducive to guiding enterprises to develop better.

Keywords: marketing; Brand packaging; tactics

China Library Classification Number: F336 Document Identification Number: A Document Number:1001-828x (2014) 09-000-01.

With the continuous development of enterprises, marketing and brand packaging strategies are more and more widely used, which requires enterprises to actively explore and innovate marketing and brand packaging strategies to guide enterprises to develop better, improve their overall market competitiveness and obtain greater economic benefits.

First, the marketing strategy analysis

1. Improve product reputation and reputation, and pay attention to enhancing corporate image.

With the rapid development of economy, there are more and more kinds of products, and the competition is becoming more and more fierce. Only products with good reputation can stand out in the fierce market competition, thus promoting the healthy and sustainable development of enterprises. A good image of an enterprise can enhance consumers' trust in products, so that when consumers buy such products, they can quickly think of this product among many similar products, because consumers generally prefer products with good reputation, trust themselves more, and finally buy this product, thus increasing product sales, creating a better development environment for enterprises and improving the overall competitiveness of enterprises. In other words, the competition of modern enterprises has gradually changed from the quality competition in the past to the brand, reputation and image competition now. Therefore, enterprises should actively improve product reputation and word of mouth, pay attention to enhancing corporate image, enhance the overall status of enterprises, and promote the healthy and long-term development of enterprises.

2. Establish a stable and good customer relationship

In the traditional enterprise marketing, enterprises and consumers are a relatively single one-way communication mode, mainly through some advertisements to let consumers know about their own products and enterprises, which seriously hinders the effective communication and exchange between enterprises and consumers, puts consumers in a passive position and can only passively understand the product information conveyed by advertisements, which has great limitations. Enterprises cannot understand consumers' actual views on products and new demands for products. However, with the continuous development of modern information, only by effective communication and exchange with consumers can enterprises timely understand consumers' actual views on products and new demands for products. At present, enterprise consumers can communicate effectively by means of Weibo, WeChat, enterprise websites, enterprise forums, etc., so that enterprises can know the latest needs of consumers at the first time and manufacture products that meet the needs of consumers; Consumers can also keep abreast of the latest trends and product introductions of enterprises and convey their opinions and suggestions to enterprises in time. At present, many enterprises have established their own information platforms, established stable and good customer relationships, attracted many new customers to join, made their consumer ranks grow and develop, greatly increased their sales, and promoted their faster and better development.

Second, brand packaging strategy analysis

With the rapid development of economy, the influence of brands is growing, and people's attention is getting higher and higher. It can be said that the competition of enterprises now is the competition of brands. Only by managing your own brand well can you occupy a place in the fierce market competition. As an external factor of enterprise brand, brand packaging plays an increasingly important role. Especially with the continuous development of modern science and technology, the gap between quality and technology of enterprise products is getting smaller and smaller. Only the unique packaging of products can effectively attract consumers' attention and desire to buy.

1. Investigate the market deeply.

Different brands have different consumer groups. Therefore, enterprises should be clear about the consumer groups that their brands will face, be familiar with the specific needs of this consumer group for products, and value which part or function of the products most, so as to design products that meet these consumer groups purposefully and pertinently, and gradually form their own unique brands. In order to gain a foothold in the fierce market competition, enterprises should not only be familiar with the specific needs of consumer groups, but also be familiar with the situation of competitors. They should always pay attention to their competitors' every move and actively and scientifically analyze their own strengths and weaknesses. Only by knowing ourselves and ourselves can we formulate correct market competition strategies and give full play to our own advantages.

2. Make an accurate brand positioning

Accurate brand positioning is conducive to deepening consumers' understanding of product brands, so that consumers can think of this brand at the first time when buying this type of products. This requires enterprises to fully understand the characteristics of their own brands, sum up their own unique brand personality, and convey it to consumers in the first time. For example, Chanel conveyed a noble and sexy temperament to consumers at the first time; What Starbucks conveys to consumers for the first time is a warm and pleasant feeling. It can be said that the distinctive brand features can make consumers understand this product in the shortest time, and recognize and accept this product. It is not enough just to know the brand characteristics. Enterprises should also make clear the core values of their own brands, and then express them vividly through various effective means, so as to improve consumers' understanding of the brand, deepen their memory of the brand and achieve the purpose of selling products better.

3. Formulate packaging design principles and define packaging objectives.

In order to achieve good brand packaging effect, we must adhere to the following principles: first, the principle of unity of visual image. A well-defined brand vision system is necessary for a successful brand packaging design. This can continuously strengthen the brand image of the enterprise, spread the brand image faster and more effectively, deepen consumers' impression of the brand and improve consumers' desire to buy. The second is the consistency principle of design style. The most fundamental sign that a brand is obviously different from another brand is the unique style design with consistency, and the brand packaging design with consistent style can make consumers have a unified, systematic and complete understanding of the enterprise brand, and can identify the brand at a glance among many similar products with different styles, which is conducive to the spread of brand image. It should be noted that once the design style of the brand is determined, it should not be changed easily to deepen consumers' familiarity with the brand. The third is to strengthen the principle of personality image. Different brands have different packaging designs, and personalized packaging design can best reflect the brand's personality and is also the main starting point for enterprises to carry out marketing. With the advent of the information age, product packaging design is no longer a simple expression of words, pictures or a combination of the two, but a comprehensive and unique artistic design. Only by embodying one's own brand personality image in the design can one stand out from many commodities and attract consumers' attention. In the actual brand design, designers can make great efforts in product size, shape, color and other aspects, and actively use photography, painting, calligraphy and other methods to carry out unique design, so as to integrate corporate philosophy and corporate culture into the brand image, form a unique corporate brand image, improve brand awareness, deepen consumers' impression of the brand and enhance their trust in the brand.

Third, the conclusion

In a word, the ultimate goal of modern enterprises to adopt marketing and brand packaging strategy is to obtain greater economic benefits, improve the overall market competitiveness of enterprises and promote the healthy and sustainable development of enterprises. Therefore, enterprises should actively explore and innovate marketing strategies and brand packaging strategies, constantly improve the market share and competitiveness of products, win the trust and favor of more consumers, and enable enterprises to achieve leap-forward development.

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