Course Background: Why did Coca-Cola brand marketing create a classic that swept the world?
Why is Budweiser brand management and promotion world-famous?
Why is GM's sales growing rapidly in China?
Why is Danone's marketing and promotion portfolio gaining ground in the Chinese market?
Why are so many branded products short-lived?
Why is half of the marketing expenses wasted, but I don't know what to waste in **??
Brand - the cash cow of the enterprise that will never wither.
Brand is the embodiment of the core values of an enterprise, and it is a bridge between the subjective efforts of an enterprise and the objective cognition of consumers. The value of a well-known brand is often beyond our imagination. Therefore, although many enterprises are eager to build and manage the brand, they don't know where to start, and there are often the following confusions
How to build a successful brand?
How to face the challenge of building a successful brand?
How to lead enterprises to overcome various challenges?
How do you compete in a challenging environment with many brands?
In a market of soaring costs and fierce competition, how can brands stand out through creative marketing communication strategies?
How to obtain unconventional communication effects at low cost, so that the brand value can be quickly amplified and product sales can be increased
This course provides a unique and novel perspective on branding, a systematic approach, and a brand-building"tract"And not simple"technology"。Many problems that were difficult to understand in the past will be solved with the perspective and methods of brand planning.
Course benefits: Through the study of this course, students will truly master the theory of product planning and management, and be good at creatively applying brand theory to specific operations in practice
Master the branding model and clarify the meaning of different types of branding.
After learning, students can not only master the methods and tools of brand positioning, but also implement brand planning into the specific marketing communication activities of enterprises. Ensure that the company's marketing resources are fully utilized, which not only promotes sales growth but also builds a strong brand;
Have a comprehensive and deep understanding of the mystery and main core content of brand planning and management, be able to establish a scientific and efficient brand positioning marketing strategy, and be good at effectively integrating internal and external resources in place and promoting implementation.
Course Duration:1-2 days, 6 hours days (as needed).
Course Target: Chairman, President, General Manager, Shareholders.
Course Method: A large number of practical cases and original views support the theoretical system, which has both theoretical height and practical depth
The content is rigorous and substantial, but there is no lack of light-hearted humor;
At the same time, on-site drills and comments on students' enterprise cases are added to enhance the interactivity of the course.
Course features: The introduction of model-based, instrumental-based, methodical, and step-based practical models helps students to achieve effective applications from strategy to tactics at the three levels of Taoism, law, and instrumentation. That is, through the interactive communication in the classroom, a set of practical brand management techniques for the actual work of the students are extracted
Through the teacher's personal practical success cases and domestic industry case analysis, to learn and master the application of brand strategy and tactics in a concrete, vivid and intuitive way
Through the teacher's guidance from shallow to deep, as well as vivid and vivid interactive teaching methods, students can be relaxed, happy, humorous, interesting, and enthusiastic in the communication and interaction, and can be easily understood to master the method of brand operation.
Course outline. Lecture 1: Brand Insight Consumer Analysis.
1.Consumer profiling.
2.Analysis of consumer buying habits.
3.Analysis of consumer demand points.
4.Consumer focus analysis.
5.Consumer Psychology.
6.First-time purchase motivation analysis.
7.Consumer brand loyalty analysis.
8.Consumers' impressions and attitudes towards this product.
9.Consumer attitudes towards advertising.
10.Consumer attitudes towards **.
11.Consumer attitudes towards where to buy.
Lecture 2: Product ***
1.Analysis of the current business status of the enterprise.
2.Analysis of the brand's current development strategy and operation strategy.
3.Brand awareness and reputation.
4.The current market situation and reflection of this brand are studied.
5.The position of this product in the industry.
6.Comparison of the brand's positioning strategy with that of its competitors.
7.Brand building issues and shortcomings.
Product analysis
1) Product category analysis.
2) Product name analysis.
3) Product characteristics analysis.
4) Product selling point analysis.
5) Product analysis.
6) Product channel analysis.
7) Product analysis.
8) Product communication analysis.
Brand SWOT analysis
1) Brand advantage.
2) Brand disadvantage.
3) Brand opportunities.
4) Brand threat.
5) Frame of reference.
Lecture 3: Competitive Product Analysis.
1.Main Competitors.
2.Potential competitors.
3.Competitive quality analysis.
4.Competitor** analysis.
5.Competitor packaging analysis.
6.Competitor channel analysis.
Competitor ad analysis
1) Advertising investment.
2) Select.
3) Focus on appeals.
4) Manifestation.
Competitor** analysis.
1) **means.
2) ** Strength.
Lecture 4: Brand Strategy Design.
1.Brand strategic objectives.
2.Short-term, medium-term and long-term development directions.
3.Short-term, medium-term and long-term development models.
Four steps of brand strategy: concept;Curated;Planning;Plan
1) Conceptual breakthrough (emancipating the mind, broadening the mind, and learning from others).
2) Planning (discovery of resources, development of resources, integration of resources).
3) Planning (careful layout, adhere to characteristics, form a system).
4) Plan (specific implementation according to people, places, and time conditions).
Three key points of brand operation
1) Leaning on large trees (humanities, natural backgrounds).
2) Sugar Daddy (integration excellent partner).
3) Take a new path (take a different competitive path).
Lecture 5: Brand Planning.
Brand core value positioning, five-step brand positioning method
1) Look at the seller from the buyer (look at the buyer's face).
2) Never look at the present (look at industry trends).
3) Look at yourself from your opponents (look at the competitive environment).
4) Look at the method from the direction (look at the strategy and tactics).
5) Look at the needs from the concept (look at the cultural concept).
2.Brand culture positioning.
3.Brand image positioning.
4.Brand consumer group positioning.
5.Positioning of the brand's main competitors.
6.Brand development strategy.
7.Market Objectives.
Product strategy
1) Refining the selling point of the product.
2) Product segmentation strategy.
3) Product development strategy.
9.Pricing strategy.
10.Competitive strategy.
11.Marketing strategy.
Lecture 6: Brand Building.
First, image building
1.Brand culture image packaging scheme.
2.Brand visual identity packaging solutions.
Second, channel construction
1.Channel design scheme.
2.Channel expansion plan.
3.Channel** scheme.
4.Channel management solutions.
3. Terminal construction
1.Terminal ** scheme.
2.Terminal beautification scheme.
3.Endpoint management solution.
Fourth, brand communication
1.The target audience's exposure and habits.
2.Purpose of dissemination.
3.Communication strategies.
4.The focus of the appeal and the interests of the advertisement.
5.Form of transmission.
6.Communication style and tonality.
7.Vectors of transmission.
8.* Execution time.
9.Media scheduling.
10.TV commercial scripts.
11.Newspaper advertising copywriting and design.
12.Radio ad copy.
13.Other** Advertising Creation.
14.Propagation cost ratio.
Fifth, sales integration
1.Incentive programs for salespeople.
2.Salesperson management solutions.
3.Programme of PR activities.
4.Event marketing scenarios.
6. Brand maintenance
Lecture 7: Brand Effect Monitoring.
1. Monitoring projects
1.Brand awareness.
2.Brand reputation.
3.Brand sales.
4.Consumer brand impressions.
2. Monitoring methods
1.Questionnaires.
2.Interview surveys.
3.*Survey.
4.Network Surveys.