< p > first, there is a concept of "brand marketing".

It is different from the general brand planning, but also different from the general marketing planning.

The general brand planning focuses on the establishment of brand and the accumulation of brand assets. The general marketing strategy focuses on product sales.

< /p >

< p >, similarly, < a href= "//m.pmae.cn/news/index_c.asp" > brand marketing < /a > process is the process of finding market (consumer) brand demand and creating brand value to meet this demand.

In order to meet the functional needs, marketing emphasizes the creation of products and values, and brand marketing emphasizes the creation of brand value in order to meet the needs of identification and symbolism.

< /p >

< p > in the development of science and technology, it is more and more difficult for enterprises to maintain competitive advantage by creating the leading value of products and products. In addition, with the continuous improvement of living standards, more and more people pursue higher level consumption and pursue personalized consumption. The proportion of simple products in purchasing factors is less and less. Consumers do not only pursue physiological needs (functional needs) in the process of consumption, but also pursue psychological needs (identification, symbolic needs, emotional needs), and pursue a feeling, self value embodiment, a psychological satisfaction of their own value and importance.

If someone spends 6000 yuan on a Pierre Cardin suit, in his consumption process, what is the functional demand - how much does it keep warm? Therefore, we should soberly realize that consumers purchase brand with emotional support, not just products.

< /p >

On the basis of grasping and studying the change of the basic consumption concept, we have formed a set of perfect brand building management mode and brand identification system building mode from the theory to the actual operation. The basic idea is to satisfy the consumer's psychological needs by creating brand value -- identification, symbolic demand and emotional needs. P

Moreover, this brand value can not only bring benefits to consumers, but also create higher profits and broader development space for enterprises.

< /p >

P > brand diagnosis is the beginning of all work, but according to the actual situation, the level and content of diagnosis are different. For example, for a brand new brand, this kind of diagnosis is called brand survey. It is probably more suitable for the investigation of the target market and the target consumer group. This is different from the general market survey. It includes general market research, and also the investigation and analysis of the brand demand of the target consumer groups. The purpose is to find some brand demand. It needs in-depth communication and Research on the target consumer groups, and the analysis of human nature, and finds that they have not been developed by other brands in their minds and minds. Then the work behind this is the development, construction and management of this virgin land; < /p > <

< p > If a brand a href= "//m.pmae.cn/news/index_c.asp" > brand < /a > has been established, brand diagnostics can place market research in a higher position. Because of the experience of facing the market before, it has become familiar with the market.

But at this time, the work should also include the diagnosis of the original brand, such as the diagnosis of the basic elements of the original brand name, logo, color, the diagnosis of the enterprise's concept, behavior, the diagnosis of marketing, and the diagnosis of advertisement.

Each aspect of this includes many different levels. For example, the diagnosis of < a href= "//m.pmae.cn/news/index_c.asp" > idea < /a > includes the following aspects: < /p >

< p > 1. Is there any idea? < /p >

< p > two, the idea is correct: < /p >

< p > 1, can the concept reflect the industry characteristics? < /p >

< p > 2, can the idea reflect the personality of the enterprise? < /p >

< p > 3, can the concept reflect the characteristics of enterprises? < /p >

< p > 4, whether the idea can adapt to social, political, economic and cultural requirements; < /p >

< p > 5, can the concept meet the needs of enterprise development in the next few years? < /p >

< p > 6. Can the idea be concise and concise; < /p >

< p > three, whether the idea is instructive and operable.

< /p >

< p > four, whether the idea is effective; < /p >

< p > five, whether the pmission of ideas is standardized and systematic; < /p >

< p > six, whether the public accepts or understands such a concept.

< /p >

< p > no matter what brand is, according to the brand marketing management service mode, the research on target consumer groups is the top priority. Through in-depth research and analysis of target consumer groups, we find the piece of virgin land in the mind and brain of consumers, and then create brand value through building brand to meet this demand.

< /p >

< p > the above can be classified as the diagnosis and diagnosis of the market, and the investigation of competitors must be included so that effective brand marketing strategies can be worked out.

< /p >