Brand creation
How to create a brand? The creation of a brand generally requires four steps: brand-related content research, brand positioning, brand promotion, and brand assessment.
(I) Brand research Brand research refers to understanding the current status of the brand of a company. Or it is a collection of information on brand-related content that the company plans to establish. The status quo of existing brands is mainly to understand the brand awareness, reputation, brand creativity, etc. The significance is to clarify the expected situation of the company and the status of the actual brand, and also need to understand the staff's brand awareness and understanding of the brand. degree. For the brand that the company plans to establish, it should understand the reputation of the company, the quality and performance of the branded product or service, the status in the industry, the target audience’s attention to the brand, and what factors affect the target audience’s brand awareness. In short, brand research is the discovery of problems or influencing factors in the brand system and a full understanding of it.
(II) Brand positioning Brand positioning is to establish a proper position for the brand based on the brand's goals and make specific plans. Under the premise of comprehensive consideration of the status quo of the enterprise, competitors, and the public, a brand name, brand idea, brand identification system, brand publicity slogan, and brand expectations are planned. Planning should follow scientific principles and adopt scientific methods, combined with the company's recent, long-term goals, corporate image and other influencing factors.
(III) Brand promotion Brand promotion refers to the comprehensive use of advertising, public relations, media, celebrities, oral communication, marketing personnel, brand quality, and other factors, combined with the target market to conduct comprehensive promotion and communication in order to establish a brand image. Brand promotion is good at using advertisements, public relations and other publicity tools, but also good at using celebrities, events and other driving factors, grasping brand quality, brand services, and establish a long-term development strategy.
(IV) Evaluation of brand effectiveness The two aspects of brand effectiveness evaluation and brand investigation have the same work: they must use market research to collect information and obtain information. And these two phases of work are connected end to end. The main work of the brand effect evaluation is to understand whether the brand creation work is completed on time and in terms of quality, and whether the expected results have been achieved. After the assessment work, we must also identify problems in our work and propose improvements.