1/Overview

Brand strategy refers to the promotion of brand building to the height of enterprise management strategy, is to establish a strong brand, create brand value as the goal and implement systematic management of the enterprise strategy, to achieve the enterprise "awareness, reputation, loyalty and brand association" to improve, and ultimately achieve the goal of doubling sales.

The relevant elements of the brand strategy module are divided into three parts: the main element, the object element and the environmental element. The main element refers to the enterprise, the company or organization that operates and sells the brand strategy, the object element refers to the brand positioning, brand structure, brand vision, strategic planning and implementation path, etc., and the environmental factor refers to the market environment that the enterprise faces to implement the brand strategy, such as the policy environment, the industrial environment and the human environment.

A clear brand strategy outlines the brand's vision goals for the future and breaks it down into specific and describable goals, giving the brand an accurate direction for its development. Brand strategy is mainly to the internal role of incentive sedator each member of the vision into a forward momentum.

Accurate brand positioning, will clearly and accurately know their current location coordinates, the future want to reach the target point location, two points line is the path of brand landing implementation.

2/Content

Brand positioning/

Brand strategy/

Brand planning/

Brand architecture/

Brand endorsements/

Brand Map/

Brand value/

Brand Personality/

Brand Naming /

Brand Slogan/

3/Method

Brand architecture brand architecture refers to the organizational structure of the brand portfolio, which is used to clarify the roles of the various brands in the portfolio and the relationship between the brands (e.g. Ford and Taurus), as well as different product-to-market environments (Sony Cinema VS. Sony TV, or Nike Europe VS. Nike USA). Brand structure is determined by five dimensions - brand mix, brand portfolio role, product one-market environment role, brand portfolio structure, and brand portfolio icon. 

ST-RVP positioning theory

Philip Kotler, an American marketer, further developed and refined Wendell Smith's theory and eventually developed a mature STP theory (Targeting and Positioning). The fundamental meaning of STP theory lies in the choice of target consumers or customers, or market positioning theory. STP theory refers to the enterprise on the basis of a certain market segmentation, determine their target market, and finally position the product or service in the target market to determine the position.

Market segmentation is the process of segmenting a product or service's market by market based on differences in customer demand.

Target market refers to the market segment chosen by the firm from the segmented market, and is also the most beneficial market component of the enterprise.

Market positioning is the marketing process to determine their products or services in the target market a certain position, that is, to determine their products or services in the target market competitive position, also known as "competitive positioning."