Brand Planning and Management

About Brand Planning and Management, please call and consult: 021-58763186/18101649652

For brand planning and management, the most important thing is to understand the development of the whole company and accurately locate the company's brand. Only in this way, we can do a suitable brand planning for the company. The most important work is about the brand design, in the process of brand design, there are a lot of work need to do, such as brand logo, as well as brand copywriting. These are things that need to be done. Of course, it would be a big mistake to think that brand planning and management is just a bit of paperwork, because during the brand planning, also need to contact customers and some advertising procurement work, which will be done by Tannet.

The Relationship between Brand and Trademark 
Connection: 
① All trademarks are brands, but not all brands are trademarks. Trademark is an important part of brand. 
② Brand and trademark are used to identify different types and different quality products' commercial names and logos of different producers and operators. 

Difference:
① Brand is a market concept. In essence, it is the commitment of brand users to customers in terms of product features, services and benefits.
② Trademark is a legal concept, which is the brand or a part of the brand that has been granted exclusive rights and protected by law. 

The Relationship between Brand and Product 
Connection: Products driving brands' growth, brands back feeding products. 
Difference: 
① Products exist in detail, while brands exist in consumers' cognition. 
② The products are generated in the workshop, and the brand is formed in the whole marketing mix. 
③ Quality is important for products, and spread is important for brands.  Corresponding to product quality, the "quality" of a brand lies in spread. 

(1) The role of brand for the country: There is a positive correlation between brand and national economy; Brand is a symbol of national image. 

(2) The role of brand for marketers (enterprises) : 
① It is conducive to promoting product sales and establishing corporate image. 
② It is beneficial to protect the legitimate rights and interests of brand owners. 
③ It is beneficial to restrain the bad behavior of enterprises. 
④ It is beneficial to expand the product portfolio. 
⑤ It is beneficial for enterprises to implement market segmentation strategy. 

(3) The role of brands for consumers: 
① It is beneficial for consumers to identify and purchase commodities.
② It is conducive to safeguard the interests of consumers. 
③ It is beneficial to promote product improvement and meet consumers' demand. 

The Nature of Brand Positioning 
The essence of brand positioning is differentiation, which includes two aspects: 
(1) Differentiation of target customers: Market segmentation is carried out according to the difference of customer needs, and a market segment is selected as the target market of the enterprise. 
(2) Customer value differentiation: Compared with competitors, an enterprise can provide differentiated benefits to its target customers. This differentiated benefit can be expressed in three aspects: ① functional benefit ② emotional benefit ③ self-expression benefit 

Tannet focuses on trademark registration, brand design, brand planning, brand marketing and other copywriting services. Feel free to call, or visit Shanghai Tannet office: Room F, 15F, World Plaza, 855 South Pudong Road, Pudong, Shanghai.

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