Clothing Marketing Is Not The Only Marketing Strategy.

Brand strategy has its own research scope, and its brand strategy management has its unique responsibilities and contents. Like the responsibilities of the National People's Congress, the responsibility of the enterprise's brand strategy management department is first the formulation of the brand constitution, followed by the law enforcement inspection, namely, the brand marketing strategy, advertising and public relations promotion, etc. Communication activities Is every link effectively reflected in the brand constitution? The key to building a strong brand with distinct personality, rich association, high prestige, high sense of value, high reputation and loyalty is long-term strategic management of the brand.

However, most enterprises in China are still very unfamiliar with brand strategy management. Their knowledge of brand strategy management is still very poor. They don't know much about the specific work of brand strategy management, or even some of the top marketing executives who sell billions or billions of businesses. Those who are eager for quick success and instant benefits believe that selling products is a brand. Therefore, for Chinese enterprises who aspire to create strong and big brands, we must first study clearly what brand strategy management is.

Because there are many books on brand strategy and brand planning, most of the content is about market segmentation, target market positioning, product strategy and advertising appeal. Theme positioning How to plan and implement specific marketing advertising activities, such as TV advertising creativity, media selection, public relations activities, soft propaganda of news, terminal display and vividness, etc. If this is true, there should be no brand strategy management discipline. There is no need for enterprises to carry out brand strategy planning and management.

One of the most important tasks of brand strategic planning is to plan scientifically and reasonably. Branding strategy And brand architecture. Under the single product structure, marketing and communication activities are all about upgrading the assets of the same brand. After increasing the product category, they are faced with many difficulties. What is the problem of whether the brand extension new product will continue to use the original brand or adopt a new brand? If the new product adopts the new brand, then how to coordinate the relationship between the original brand and the new brand, how to coordinate the relationship between the total brand and the product brand?

This is a very complicated theory and a difficult task in the actual operation. At the same time, for large enterprises, a small decision on branding strategy and brand structure will be magnified in the form of multiplier effect in every link of the enterprise run by hundreds of millions or billions of enterprises, so as to produce an inestimable impact on enterprise efficiency. The decision level of branding strategy and brand structure is high. It is very common for enterprises to earn tens of millions and billions of dollars. The low level of decision making leads to the loss of tens of millions and billions of enterprises.

The reliable brand can get the initial trust of consumers, and publicize the product personality with the brand of "Bao Lu, Mei Lu, Mei Ji" and save a lot of advertising fees. Nestle has vigorously promoted the independent brand of mineral material water "floating blue", but found that "floating blue" is very laborious and costly, and the mineral water list can be accepted by consumers of Nestle brand. So it resolutely cuts off the "floating blue". In the second half of 2001, there is no floating blue water in the market. If we do not scientifically analyze the market and consumers continue to push the blue like the Leng Qing, maybe tens of millions or billions of dollars will be left in vain. Nestle, as Nestle flexibly applies the strategy of CO branding, has already made use of Nestle.