Brand Planning National Hotline
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First “Brand We-media Planning System” in China,
With the fundamental purpose of improving product sales and building a strong brand.
ulu.design
The brand strategy system is to take the brand strategy positioning as the center, construct the brand tactical system, embody the brand strategy in each tactical action, and establish the system competitive advantage.
1. Brand Naming
ULU believes that a good brand name can speak by itself. There are two key points of a good name: first, vivid, simple and easy to remember, which is conducive to reducing the cost of brand communication; second, it has category relevance, which is conducive to quickly let consumers understand what we are doing. For example: Taobao, Alibaba, Alipay, brain platinum and so on.
2. Brand endorsement refining
Brand endorsement is a kind of letter of trust that can arouse consumers'confidence. A good endorsement system can quickly move consumers and promote their purchase. For example, Luhua's "special oil for the Great Hall of the People" is a brand endorsement. In a short time, let consumers know that it is a trustworthy brand.
3. Brand Experience Strategy
This is an era of experience supremacy. Focusing on brand positioning, creating consumers'all-round and whole-process experience is the epochal requirement of brand success. ULU believes that there are two kinds of brand experience: one is humanistic care, such as Haidilao service; the other is entertainment interaction, such as: Huang Taiji and Xiaomi House activities.
4. Product Structure Planning
ULU believes that product structure is the combat force of enterprises, and the layout of product structure directly determines the success or failure of competition. Product structure is equivalent to the definition of enterprise business layout, and the layout of product structure should serve the strategic layout. The product structure is a process of continuously exploring cities and regions. The core of the success of expansion lies in not only not deviating from brand positioning, but also putting forward a series of products in sequence.
For example: the development of Taobao, from the earliest "Taobao" product form, around Taobao's transaction payment, launched "Alipay" this product, and then with the brand competition of e-commerce, launched "Tmall" this product, and then to the huge volume of transactions around the Alipay, launched the "balance treasure" this financial product, system, this is a structured product structure layout. Each product establishes the basic conditions and competition barriers for the next product.
5. Brand Price Orientation
Price positioning is not only based on cost pricing, but also around consumer demand and industry opportunity space pricing, through the layout of price gradient, to create a structured brand competitive advantage.
6. Channel Strategy
Channel strategy includes three aspects: channel positioning, channel layout and innovative channel. ULU will determine channel positioning and channel layout based on your brand positioning, innovate channel space according to consumer habits, and create new possibilities for product sales.