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品牌全案怎么设计
Sou Hu Cai Jing· 2025-05-24 02:47
Core Concept - The article emphasizes the importance of a comprehensive brand strategy, which encompasses understanding the brand's identity, market research, positioning, image design, storytelling, product strategy, communication strategy, and performance evaluation [1][3][5]. Market Research - Market research is essential for understanding target audience needs and preferences, which informs brand positioning. Methods include surveys, focus groups, and data analysis [3]. Brand Positioning - Brand positioning involves finding a unique market position for the brand, considering competitors and core competencies. It encompasses not only product functionality but also emotional value and cultural significance [3]. Brand Image Design - Brand image includes visual elements such as logos, colors, and fonts, which should effectively communicate the brand's core values. Consistency across different media is crucial for reinforcing consumer impressions [3]. Importance of Brand Story - A compelling brand story fosters emotional connections with consumers by sharing the brand's origins, challenges, and vision, enhancing brand personality and values [4]. Product Strategy - Product quality and functionality are fundamental to building brand trust. Pricing strategies must consider costs, market demand, and brand positioning to stand out in competition [4]. Brand Communication Strategy - Brand communication involves conveying brand information to target audiences through various channels like social media, advertising, and public relations. Understanding audience habits is key to effective communication [4]. Performance Evaluation - Evaluating brand strategy effectiveness is vital, using metrics such as sales data, market share, and consumer feedback. Regular brand health checks help identify issues for timely adjustments [4]. Continuous Improvement - Brand strategy design is an ongoing process requiring adjustments based on market dynamics and consumer needs. Regular updates to brand image and communication strategies help maintain competitiveness [5]. Summary - The design of a brand strategy is a complex, systematic process involving multiple aspects such as market research, positioning, image design, storytelling, product strategy, communication, and evaluation. Thoughtful planning in each area is essential for achieving brand recognition and long-term commercial value [5].
好特卖扩品“调改”
FBIF食品饮料创新· 2025-05-16 00:23
Core Viewpoint - The future direction of Haotemai will be determined by its ability to maintain its "low-price" advantage while pursuing diversification in its product offerings [4][15][25]. Group 1: Product Expansion - Haotemai has shifted from a focus on soft discounting with a primary emphasis on department stores and snacks to a greater inclusion of beauty products, which now account for 14% of SKUs and 15% of revenue, up from 10% and 11% respectively from 2020 to 2024 [6][9]. - The beauty products offered are often not market bestsellers, with many being lesser-known items that brands are unable to sell through mainstream channels [8][9]. - The company is also exploring new categories such as apparel and anime merchandise, with plans to open a large outlet store in Nanjing selling brands like Adidas and Nike [11][19]. Group 2: Strategic Adjustments - The shift in strategy is driven by the limitations of the expiring product model, which has faced challenges in supply stability and market competition [15][17]. - Haotemai aims to broaden its target audience from just bargain hunters to a wider demographic seeking high cost-performance products [19]. - The company is also looking to improve profitability by introducing new categories with higher margins compared to traditional expiring products [19]. Group 3: Challenges Ahead - The transition to new product categories introduces significant supply chain complexities, which may challenge Haotemai's existing operational capabilities [21][23]. - The risk of diluting brand identity arises from expanding into diverse product lines, potentially confusing consumers about Haotemai's core value proposition [24]. - Increased operational management complexity and inventory risks are anticipated as the company expands its product offerings, which could strain cash flow and operational efficiency [24][25].
时隔两年再推新口味“陈皮白茶”,东方树叶的产品策略值得一学
FBIF食品饮料创新· 2025-05-13 16:22
以下文章来源于Gooods 好味司 ,作者海枫 Gooods 好味司 . 专业、独特、有趣的食品饮料产品媒体,连接好产品与美好生活。 时隔两年,东方树叶再次推出新口味无糖茶:陈皮白茶,这是东方树叶又一款复合风味的无糖茶饮料。 5月1日开始,农夫山泉在小红书平台对这款新品进行预热,但并未直接公布新品的具体信息。到5月8 日开始,陆续有一些宣传物料和新品实拍图出现在社交网络当中,东方树叶官方抖音账号也连续5天发 布陈皮白茶新品的预热视频。 农夫山泉小红书账号对东方树叶新口味进行预热 图片来源:小红书@农夫山泉生活馆 有个细节值得注意,在5月12日之前,农夫山泉的公众号、天猫以及京东等官方平台中并没有这款新品 的预热信息,从品牌与消费者沟通的角度,东方树叶在平台选择上已经有一定倾斜,更加注重可以直接 与消费者进行互动沟通的平台。 谨慎上新风味,大胆拓展新规格 东方树叶的产品线在逐渐完善, 其中复合风味的无糖茶重要性正在提升 。 加上新品陈皮白茶的发布,东方树叶已经有9种口味,包括了8种常规口味和1种限定口味。包括陈皮白 茶在内, 复合风味的无糖茶饮料已经占了一半 。 图片来源:小红书@ Hi、大雄 东方树叶在产品风 ...
家乐福中国门店大撤退,仅剩一家如何逆袭求生?
Sou Hu Cai Jing· 2025-05-08 11:47
Core Insights - Carrefour is facing significant challenges in the Chinese market, having reduced its store count to just one location, necessitating a strategic turnaround to survive [1] Brand Positioning - Carrefour needs to redefine its brand image to align with modern consumer demands, emphasizing high-quality products and superior service to attract quality-conscious shoppers [3] - Engaging with consumers through social media and online platforms can enhance brand affinity and influence [3] Product Structure Optimization - Adjusting product offerings based on market research and consumer preferences is crucial, with a focus on increasing the proportion of health foods, organic products, and local specialties [3][4] - This strategy aims to meet the growing demand for high-quality living among consumers [4] Service Quality Enhancement - Improving service quality is vital for consumer satisfaction and loyalty, achievable through employee training, process optimization, and advanced technology [4] - Implementing self-checkout systems and personalized shopping experiences can significantly enhance customer experience [4] Online Business Development - Strengthening online operations is essential due to the rise of e-commerce, which includes establishing an e-commerce platform or collaborating with existing ones [4] - Launching a shopping app and utilizing big data for personalized recommendations can attract more consumers [4] Supply Chain Management - Optimizing supply chain management is critical for efficiency and cost control, which can be achieved through advanced systems and closer supplier relationships [5] - Automation in warehousing and logistics can further enhance operational efficiency [5] Membership Management - Enhancing membership programs can increase consumer loyalty and engagement, with tiered systems and rewards to incentivize spending [6] - Analyzing member data can provide insights for personalized services [6] Brand Marketing - Effective brand marketing strategies are necessary to boost visibility and attract consumers, utilizing various advertising channels and sponsorships [6] - Collaborations with well-known brands can create limited edition products to draw consumer interest [6] Internal Management - Improving internal management efficiency through streamlined organizational structures and advanced management tools can enhance operational effectiveness [7] - Employee training and motivation are key to fostering a productive workforce [7] Social Responsibility - Addressing social responsibility can enhance brand reputation, with initiatives focused on environmental sustainability and community support [7] - Transparency in operations can build consumer trust [7] Innovation Capability - Strengthening innovation is essential for maintaining competitive advantage, which can be achieved through new technologies and retail models [8] - Adapting to changing consumer preferences through innovative products and services is crucial for long-term success [8] Conclusion - Carrefour's strategic adjustments in brand positioning, product offerings, service quality, online presence, supply chain management, membership engagement, marketing, internal operations, social responsibility, and innovation are vital for overcoming current challenges and achieving sustainable growth in the Chinese market [8]
营销中最危险的事,瞎投放
创业家· 2025-04-22 09:54
每日金句 营销中,最危险的情况莫过于:还没有找到有效的销售语言,就急于砸钱大规 模投放广告,做推广。推广的钱砸出去,销售和回款没跟上,好企业砸推广, 把自己砸死了。之所以产生这类情况,一方面是机会窗口焦虑,担心竞争会导 致机会窗口关闭;另一方面是品牌错觉,盲目迷信大传播,占领心智。 快刀何丨黑马实验室助阵导师 品牌定位专家 这里认真推荐你: 加入 黑马大课年度会员 ,一起做有收获、有成长的创业者! 主要权益包括 现在,早期优惠价: 4980元/人,月底恢复原价 , 欢迎锁定最后的优惠名额。 活动详情如下 ↓↓↓ 1、全年 8场线下大课 ,任选 3场 参加 2、每场 3天课程 +私董会+小饭桌 3、全年认识 300位 优秀老板 4、资源链接,进入黑马校友 社群 黑马大课: 14年的积累,一 套符合本土商业基因的创业体系 链接资源: 16年的沉淀,一个追求成长的创始人社群 加入黑马大课年度会员做赢取时代机遇的创业者 核心权益 您将可以在黑马全年8场"黑马大课" 任选3场参加 创业黑马举办了面向更广泛创业群体的黑马公开大课, 截止至今已开办近 100 期。 在创业黑马平台上,走出了 26 家上市公司,带动 700 ...
营销中最危险的事,瞎投放
创业家· 2025-04-22 09:54
Group 1 - The article emphasizes the dangers of rushing into large-scale advertising without effective sales language, which can lead to financial losses for companies [1] - It highlights two main reasons for this behavior: anxiety over missed opportunities due to competition and a misguided belief in the power of broad marketing to dominate consumer perception [1] Group 2 - The article promotes a membership program for entrepreneurs, offering access to multiple offline courses, networking opportunities, and resources [2][3] - The program includes eight offline classes throughout the year, with the option to attend three, and features private discussions and networking dinners [3] - An early bird price of 4,980 yuan per person is mentioned, with a warning that prices will return to normal at the end of the month [3]
又涨价!部分产品已断货!“能不能买到要看运气”
新浪财经· 2025-02-26 00:47
日前,老铺黄金多家门店发布消息称于2月25日进行产品调价。 公司股价涨超10倍 在当下金价大涨,其他黄金珠宝品牌消费低迷的情况下,老铺黄金无论是业绩还是股价均实现 逆势上涨。老铺黄金于2024年6月28日上市,仅8个月时间,其在港股的股价已暴涨超10倍。 2月20日,老铺黄金发布的业绩预告称,公司预计2024年归母净利润为14亿元至15亿元,同比 增长236%至260%。 25日上午10点左右,记者来到北京SKP老铺黄金专柜。销售人员证实,25日起全部产品价格上 调5%~12%不等。 销售人员表示,金刚杵、葫芦等热门产品暂时缺货,目前无法预估具体补货时间,且暂不接受 预订,"能不能买到要看运气"。 此外,电商平台上老铺黄金官方旗舰店也同步调价。老铺黄金天猫旗舰店客服25日表示,这次 老铺主要产品价格调整幅度在 5%~12%左右。 调价前夕消费者抢购 涨价前夕,老铺黄金迎来了新一轮销售热潮。 2月23日,在深圳罗湖区万象城,老铺黄金门店前挤满了前来购物的消费者,据现场的工作人 员介绍,春节期间一直卖得比较好,在涨价消息宣布以后,来购买黄金的人更多了,有些是老 顾客,也有很多新顾客,很多定价相对较低的经典款式小号 ...
Stellantis寻找新CEO时面临品牌定位难题
汽车商业评论· 2025-02-25 16:26
该集团在美国和欧洲拥有的众多品牌组合是其同行中规模最大的。Stellantis起源于2021年菲亚特-克 莱斯勒(Fiat-Chrysler)与标致(Peugeot)所有者标致雪铁龙集团(PSA Group)的合并。对其进 行瘦身可能会降低复杂性,并使一些营销、开发和销售职能得以合并。 编 译 / 钱亚光 设 计 / 琚 佳 来 源 / w w w. r e u t e rs. c o m , w w w. t i m e sl i v e . c o . z a , w w w. d a i l y s a b a h . c o m 当Stellantis 董事长约翰·埃尔坎(John Elkann)面试CEO候选人以领导该集团时,决定这家汽车制 造商旗下14个品牌中有多少个有可行的未来是一项重要的优先事项。 但每个品牌——从诸如Jeep、Ram和标致(Peugeot)这样的畅销品牌,到苦苦挣扎的 DS、蓝旗亚 (Lancia)和阿尔法·罗密欧(Alfa Romeo)——都有自己的拥趸,这使得决定哪些品牌要放弃成为 了一个棘手的问题。 例如在欧洲,Stellantis 是仅次于大众汽车集团的第二大汽车制造 ...