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品牌策劃

Brand planning





BRAND 

PLANNING




競爭的加劇使品牌的問題凸顯了出來

The intensification of competition makes the problems of the brand stand out


                                                                                                                                                                                                                           


一般認為,品牌是一種名稱、術語、標記、符號或圖案,或是它們的相互組合,用以識別某個銷售者或某群銷售者的產品或服務,并使之與競爭對手的產品和服務相區別。與品牌緊密聯系的有如下一些概念: 


In general, a brand is a name, term, mark, symbol or pattern, or a combination of them, to identify a seller or a group of sellers of products or services, and make it different from competitors' products and services. Closely related to the brand are the following concepts:


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品牌名:

品牌中可以讀出的部分——詞語、字母、數字或詞組等的組合。如海爾、紅雙喜1999、TCL等。 


Brand name:A combination of words, letters, Numbers, or phrases that can be read in a brand. Such as haier, double happiness 

1999, TCL and so on.




品牌標志:

品牌中不可以發聲的部分——包括符號、圖案或明顯的色彩或字體。如耐克的一勾造型,小天鵝的天鵝造型,IBM的字體和深藍色的標準色等。 


Brand logo:an unaudible part of a brand -- including symbols, patterns, or obvious colors or fonts. Such as Nike a hook shape,cygnet swan shape, IBM font and dark blue standard color.




品牌角色:

是用人或擬人化的標識來代表品牌的方式,如海爾兄弟、麥克唐納、米老鼠、康師傅等。


Brand role:it is a way to represent the brand by human or anthropomorphic logo, such as haier brothers, McDonald, Mickey Mouse, master kong and 

so on.



商標:

受到法律保護的整個品牌、品牌標志、品牌角色或者各要素的組合。當商標使用時,要用“R”或“注”明示,意指注冊商


Trademark:the whole brand, brand logo, brand role or combination of elements protected by law. When a trademark is used, the word "R" or "note" 

shall be used expressly to mean the registrar



                                                                                                                                                                                                                           


品牌戰略


品牌戰略規劃:為客戶提供清晰的品牌市場化戰略,品牌愿景以及中遠期的戰略規劃。


品牌定位:通過客觀環境分析、消費者分析、競爭品牌分析以及自身分析,深度挖掘品牌核心價值和品牌外延空間。


品牌形象塑造:為客戶提供清晰的品牌形象塑造計劃:公關、廣告、以及終端推廣計劃等。





Brand strategic planning: to provide customers with a clear brand marketing strategy, brand vision and long-term strategic planning.


Brand positioning: through objective environment analysis, consumer analysis, competitive brand analysis and their own analysis, the depth of brand core value and brand extension space.


Brand image building: to provide customers with a clear brand image building plan: public relations, advertising, and terminal promotion plan.


                                                                                                                                                                                                                           



品牌剖析


品牌診斷:針對品牌的文化、產品、渠道、消費者、形象和視覺幾個方面進行分項診斷分析,為客戶提供客觀的品牌價值全景規劃。


細分品牌定位與區隔:為客戶提供在品牌核心價值統領下的細分品牌定位策略及調性。


品牌消費者研究:對品牌目標消費者進行價值認知研究,為品牌定位、品牌戰略規劃等一系列品牌價值體系提供科學依據。




Brand diagnosis: analyze the brand culture, products, channels, consumers, image and vision, and provide customers with objective panoramic planning of brand value.


Segment brand positioning and segmentation: to provide customers with the core value of the brand under the leadership of the segment brand positioning strategy and tonality.


Brand consumer research: to study the value cognition of brand target consumers and provide scientific basis for brand positioning, brand strategic planning and a series of brand value systems.





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