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品牌策划

Brand planning





BRAND 

PLANNING




竞争的加剧使品牌的问题凸显了出来

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


                                                                                                                                                                                                                           


一般认为,品牌是一种名称、术语、标记、符号或图案,或是它们的相互组合,用以识别某个销售者或某群销售者的产品或服务,并使之与竞争对手的产品和服务相区别。与品牌紧密联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:

品牌中可以读出的部分——词语、字母、数字或词组等的组合。如海尔、红双喜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.




品牌标志:

品牌中不可以发声的部分——包括符号、图案或明显的色彩或字体。如耐克的一勾造型,小天鹅的天鹅造型,IBM的字体和深蓝色的标准色等。 


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:

是用人或拟人化的标识来代表品牌的方式,如海尔兄弟、麦克唐纳、米老鼠、康师傅等。


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.



商标:

受到法律保护的整个品牌、品牌标志、品牌角色或者各要素的组合。当商标使用时,要用“R”或“注”明示,意指注册商


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



                                                                                                                                                                                                                           


品牌战略


品牌战略规划:为客户提供清晰的品牌市场化战略,品牌愿景以及中远期的战略规划。


品牌定位:通过客观环境分析、消费者分析、竞争品牌分析以及自身分析,深度挖掘品牌核心价值和品牌外延空间。


品牌形象塑造:为客户提供清晰的品牌形象塑造计划:公关、广告、以及终端推广计划等。





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


品牌诊断:针对品牌的文化、产品、渠道、消费者、形象和视觉几个方面进行分项诊断分析,为客户提供客观的品牌价值全景规划。


细分品牌定位与区隔:为客户提供在品牌核心价值统领下的细分品牌定位策略及调性。


品牌消费者研究:对品牌目标消费者进行价值认知研究,为品牌定位、品牌战略规划等一系列品牌价值体系提供科学依据。




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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