Realizing Brand Strategic Positioning Is The Premise Of Underwear Industry Development
The strategic positioning and planning direction of underwear in romantic season has become Underwear brand It is a necessary premise that (romantic season underwear) brand planning is the design blueprint for brand creation, just like building a skyscraper. No matter how exciting the skyscraper we describe, without design drawings and structural analysis, the first brick stacking will be impossible. The same is true for underwear brand positioning and planning.
Romantic season underwear For the target group of underwear brand planning, in order to position the brand in the future, first of all, we should know the current position of the brand in the hearts of the target customer group.
First, set the brand commitment, and the brand development cycle will enter the brand planning stage. (Romantic season underwear) brand commitment design provides a strong foundation for brand planning, including brand information and brand communication. Each component of brand planning must reflect the basic connotation of brand commitment.
In the process of designing brand commitment, (in the romantic season, underwear enterprises can invite representatives of advertising companies and graphic design companies to participate. Creative expert advice is very important for brand planning and achieving the desired goals.
If the management has a strong team of experts, there is no need to seek external support, such as advertising, graphic design, etc. In general, the marketing department should be responsible for brand planning, related communication and external invocation of support. It is suggested that the Marketing Director should be responsible for gathering experts from inside and outside the enterprise to form a working group to plan the brand scheme according to the brand evaluation and written brand commitment.
The first step of the team's work is to determine the core components of the brand identity and guide the creation process according to these core components. For the production of women's underwear, the most important part of the brand should be to give customers a comfortable and beautiful feeling. Therefore, comfort and beauty will become the minimum requirement for measuring any solution. For the working group, the biggest challenge is to determine at least 10 such standards (to distinguish priorities) to guide the brand planning process. Once the working group has reached an agreement on brand standards, the process of brand planning will officially begin. It must be explained here that it is not necessary to agree on brand standards before starting brand planning. In the whole strategic process, the work at this stage will be involved repeatedly.
implementation Brand strategy Five steps of
Step 1: Before brand creation, operators need to understand the core values of brand products? What use value can it provide for consumers? Which industry or field is the product in? What are its advantages and disadvantages? The purpose of brand evaluation is to know where the products under the brand are located. Only in this way can enterprises provide a clear and correct direction for brand positioning and brand strategy implementation.
The evaluation of underwear brand in romantic season should be carried out from the aspects of enterprise hardware, software resources, industry characteristics, business environment, competitors, consumer awareness, communication strategies, etc. It is one-sided and not objective to evaluate only from the perspective of communication. Brand evaluation (how do customers perceive our brand now?) recognizes the importance of creating a brand and learns how to think from the customer's standpoint; Investigate customers and understand the current position of the brand through the survey results.
Review current research; Complete customer/market investigation (investigation company) and complete written investigation report; Report the results to the Executive Committee; Conclude on the current status of the brand.
Step 2: Brand commitment. Brand commitment is the principle and spiritual banner of brand creation, that is, a brand gives consumers all the guarantees. Brand commitment includes product commitment and is higher than product commitment. The emotional and functional requirements of customers for the expected products or services of the enterprise, that is, the feelings that the enterprise hopes consumers to have. Brand commitment is to consider from the perspective of customers and define the functions and emotional effects they intend to achieve after enjoying products and services.
In the product elements of marketing, an overall product concept includes three aspects: 1. Core product refers to the basic utility and benefits that the product provides to buyers, that is, use value. For example, consumers buy lingerie mainly to protect their breasts; 2. Form product refers to the external performance of the product, such as appearance, quality inspection, weight, volume, vision, feel, packaging, etc; 3. Extended products refer to the added value of products, such as service, commitment, identity, honor, etc. The standard of a product in these three aspects is product commitment. For example, suitable underwear can completely meet the breast care (core product commitment); The product design is very beautiful, small in size, light in weight, etc. (formal product commitment); The after-sales service system is sound, so that consumers can rest assured (additional product commitment). A brand product must meet all product commitments. But these are not enough. A more important commitment of the brand is the spiritual commitment.
It can be seen that the core of brand commitment is not only product commitment, but also deeper spiritual commitment. Spiritual commitment is based on product commitment. Its main significance is to enable brands to communicate with consumers in different ways at different times and generate emotional resonance, so that products have a broader meaning. Make a brand commitment to guarantee that our brand will definitely bring benefits to customers and have a bright future; What business is our brand used for? What are the differences between our products and services and our competitors? What is the maximum value we provide to customers?
Step 3: brand planning. What is our brand like? How can we make our brand accepted by people in the future? How should we spread it? After understanding what core benefits our brand will bring to customers, we will clearly inform everyone of these benefits through appropriate text messages and graphic signs.
Design and complete all components of the brand: brand name, brand description, brand slogan, brand graphic expression and brand story; These five components are independent but inseparable from each other. As a whole, the five components must achieve harmony and balance in order to better obtain customer recognition. The function of brand planning is to promote the spread and promotion of brands, including advertising, promotion, public relations, etc.
Planning and designing the communication scheme of words and images related to the brand (advertising or design company) tells the origin and history of the product and provides consumers with an understanding of the product connotation. The product design, packaging and related publicity are all carried out around the concept of brand. For example, the establishment of brand concept for a sports underwear can be defined as the contrast between strength and beauty by telling a story, so that the product design is carried out to reflect the beauty of strength and the vitality of young people, and the product packaging will become more avant-garde or fashionable, At the same time, young idols or sports will also be selected for promotion.
Step 4: Cultivate brand culture. How to flexibly use brand strategy in practice? This requires a policy to make a comprehensive plan and arrangement for the brand related work in the next year. Brand principles, brand equity objectives, brand alliances, brand communication plans, brand culture cultivation plans, and the formulation of written brand strategic guidelines.
Brand culture strategy refers to spreading the core values of the brand through various channels under the guidance of the brand core value system, establishing a brand culture, so as to cultivate customer loyalty, and finally establishing a strong brand through brand culture marketing.
Brand culture strategy can be preliminarily divided into two types, one is enterprise brand culture, the other is product brand culture. Enterprise brand culture refers to a brand culture formed on the basis of enterprise brand; Product brand culture refers to a brand culture formed on the basis of product brand.
Step 5: Brand advantage. How to use brand leverage? Use brand leverage to gain a solid brand competitive advantage. If feasible, develop retailer brands; Positioning the brand in the future; Establish brand alliance when conditions are appropriate.
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