The Theoretical Basis of 1. Brand Marketing

Brand refers to the unique impression or cognition formed by an enterprise or a product in the minds of consumers. It is a sign or symbol that distinguishes an enterprise or product from other similar products. Brand not only includes the name, logo, logo and other visual elements, but also includes the quality, function, image, reputation, culture and other connotations of the product. Brand is the core asset of an enterprise or product, an important basis for consumers to choose and buy, and a key factor for enterprises to obtain profits and market share.

Brand marketing refers to the brand as the core, around the brand to carry out a variety of marketing activities, in order to improve brand awareness, reputation and loyalty, thereby enhancing brand competitiveness and market position of a marketing approach. The main goal of brand marketing is to establish and maintain consumers' cognitive, emotional and behavioral preferences for the brand, so that consumers have lasting trust and loyalty, and are willing to pay a premium for the brand. The main contents of brand marketing include:

(1) Establish brand positioning. Brand positioning refers to determining the core values and differentiated advantages that the brand wants to convey in the target market according to consumer needs and competitors, and occupying a unique and attractive position in the minds of consumers. Brand positioning is the basis and direction of brand strategy, is the starting point and destination of all brand marketing activities.

(2) shaping the brand image. Brand image refers to the overall feeling and impression of consumers for a brand, which is the comprehensive reflection of consumers for the connotation and extension of the brand. Shaping the brand image is through the effective transmission of brand information, so that consumers have a clear, consistent, positive and unique brand awareness. Shaping brand image requires the use of a variety of means, such as visual identity system (VI), advertising, public relations activities, word-of-mouth communication.

(3) Enhance brand value. Brand value refers to the economic benefits or potential benefits that a brand can bring, which reflects the competitiveness and influence of a brand in the market. Enhancing brand value requires continuous innovation of products and services, improving quality and performance, meeting consumer needs and expectations, increasing consumer satisfaction and loyalty, and expanding market share and profit margins.

2. brand marketing methods and tools

In order to effectively implement the brand marketing strategy, it is necessary to use a series of methods and tools to conduct in-depth analysis of the market and consumers, formulate reasonable plans, implement effective measures, and evaluate the actual results. Common methods and tools for brand marketing include:

(1) Market research. Market research is a method that provides a basis for brand marketing decisions by collecting, collating, analyzing and interpreting information about the market, consumers, competitors, etc., in order to understand the current situation, trends, opportunities and threats of the market. Market research can be conducted in a variety of ways, such as questionnaires, interviews, observation, and experimental methods.

(2)SWOT analysis. SWOT analysis refers to a systematic analysis of the internal strengths (Strengths), weaknesses (Weaknesses), external opportunities (Opportunities) and threats (Threats) faced by a brand based on the results of market research, in order to identify the core competitiveness of the brand And development direction, a tool to develop appropriate brand marketing strategies. SWOT analysis can help brands leverage their strengths, overcome weaknesses, seize opportunities, and respond to threats.

(3)STP model. The STP model is a tool for segmenting (Segmentation), selecting (Targeting) and positioning (Positioning) the target market based on the results of SWOT analysis. Market segmentation refers to the division of the market into a number of relatively homogeneous subsets based on consumer demand, characteristics, behavior and other factors. Market selection refers to the selection of one or more of the most favorable market segments as the target market based on the attractiveness, competitiveness, suitability and other factors of each market segment. Market positioning refers to determining the core values and differentiated advantages that the brand wants to convey according to the characteristics and needs of the target market, and occupying a unique and attractive position in the minds of consumers.

(4)4P marketing mix. The 4P marketing mix is a tool for determining a brand's marketing strategies and measures in four areas: product (Product), price (Price), channel (Place), and promotion (Promotion) based on the results of the STP model. Product refers to the goods or services provided by the brand with the function of meeting the needs of consumers, including the quality, function, appearance, packaging and other elements of the product. Price is the amount or value that a consumer pays for a product, including elements such as the base price, discounted price, and payment method. Channel refers to the path or organization through which the brand transports the product from the place of production to the consumer, including distribution channels, logistics channels, retail channels and other elements. Promotion refers to the brand in order to increase product awareness, reputation and sales and take a variety of communication and incentive activities, including advertising, public relations activities, sales promotion, direct marketing and other elements.

Case Analysis of 3. Brand Marketing

In order to better illustrate the importance and practical strategy of brand marketing, this paper selects some successful cases provided by Champ Consulting for its customers for a brief analysis.

(1) Brand image promotion project of a well-known household appliance enterprise

The company is one of the leaders in China's home appliance industry, with multiple well-known sub-brands, and has a high market share and brand influence in the fields of air conditioners, refrigerators, and washing machines. However, with the intensification of market competition and the diversification of consumer demand, the company is facing problems such as outdated brand image, lack of innovation, and difficulty in communicating with young consumers. In order to enhance the brand image, the enterprise commissioned the Shangpu consulting brand image enhancement project.

First of all, Shangpu Consulting conducted a comprehensive market research and SWOT analysis on the brand status, target market, competitors and consumer behavior of the enterprise. It found that the brand advantage of the enterprise lies in high product quality, leading technology and perfect service, but there are also disadvantages such as single brand connotation, lack of personality and difficulty in forming emotional connection. At the same time, Shangpu Consulting also found that the brand opportunity of the company lies in the growth of young consumers, the development of smart home, and the influence of social media, but it also faces the challenges of international brands, the diversified needs of consumers, and the homogenization of the industry. Threats such as competition.

Based on the above analysis, Champ Consulting has developed the following brand image enhancement strategies for the company:

(1) clear brand positioning. Shangpu Consulting recommends that the company position its brand as a leader "focusing on providing young consumers with high quality, high-tech, and high-experience smart home appliances", highlighting its advantages in product quality, technological innovation and user experience, and at the same time Consistent with the needs and values of young consumers.

(2) Create brand image. Champ Consulting recommends that the company build its brand image:

Design a new brand visual identity system (VI), including new brand names, logos, logos, colors, etc., to reflect its brand positioning and connotation, and enhance its brand recognition and beauty.

Produce a new brand advertising video, with real user stories as the main line, showing how its products can bring a convenient, comfortable and fun lifestyle to young consumers, convey its brand concept and value proposition, and enhance its brand emotion and influence.

Carry out new brand public relations activities, such as cooperating with well-known Internet celebrities to promote their products, participating in social welfare activities, sponsoring activities or awards in related fields, etc., to enhance their brand reputation and social responsibility.

Use new brand word-of-mouth communication channels, such as social media, online communities, e-commerce platforms, etc., to encourage users to share their product experience and feelings, and expand their brand influence and loyalty with the help of user interaction and recommend.

(3) Enhance brand value. Champ Consulting recommends that the company enhance its brand value:

Continuously develop new products and services to meet the needs of young consumers for the functionality, personalization and interactivity of smart home appliances, and maintain its leading position in technological innovation.

Adopt a reasonable price strategy to reflect the value of its product quality and performance, while considering the consumption ability and psychology of young consumers, provide a variety of price options and preferential activities, and increase the price attractiveness and competitiveness of its products.

Optimize its distribution channels to adapt to the buying habits and preferences of young consumers, and use a combination of online and offline methods to provide convenient and fast purchase and distribution services to increase the accessibility and visibility of its products.

Strengthen its promotional activities to stimulate the purchase desire and behavior of young consumers, and use a variety of promotional methods, such as gifts, sweepstakes, trials, experiences, etc., to provide more purchase motivation and create more purchase scenarios, and increase its products Sales volume and market share.

Through the professional guidance and assistance of Shangpu Consulting, the company successfully implemented the brand image promotion project and achieved remarkable results. The company's brand awareness, reputation and loyalty have been greatly improved, and its brand competitiveness and market position have also been significantly improved. The company's young consumer group has also grown significantly, and its products have also made more innovations and breakthroughs in the field of smart home appliances. The brand image of the enterprise has changed from a traditional, conservative and dull image to a modern, innovative and dynamic image, thus laying a solid foundation for its future development.

(2) Brand positioning adjustment project of a well-known catering enterprise

The company is one of the leaders in China's catering industry, with a number of well-known sub-brands, and has a high market share and brand influence in Chinese fast food, Western fast food, hot pot, buffet and other fields. However, with the intensification of market competition and the upgrading of consumer demand, the company is facing problems such as vague brand positioning, lack of characteristics, and difficulty in meeting the diversified needs of consumers. In order to adjust the brand positioning, the enterprise commissioned the Shangpu consulting brand positioning adjustment project.

Shangpu Consulting first conducted a comprehensive market research and SWOT analysis on the brand status, target market, competitors, and consumer behavior of the company, and found that the company's brand advantage lies in a variety of products, affordable prices, and standardized services. There are also disadvantages such as general product quality, dull taste, and old image. At the same time, Shangpu consulting also found that the brand opportunity of the enterprise lies in the growth of consumers' demand for healthy diet, special food, cultural experience and so on, but it is also faced with the impact of emerging brands, the aesthetic fatigue of consumers, and the standardized competition of the industry.

Based on the above analysis, Champ Consulting has developed the following brand positioning adjustment strategies for the company:

(1) clear brand positioning. Shangpu Consulting recommends that the company position its brand as a leader "focusing on providing consumers with a healthy, distinctive, and cultural food experience", highlighting its advantages in product quality, taste innovation and cultural heritage, and at the same time, it is in line with consumers. The needs and values of food are compatible.

(2) Create brand image. Champ Consulting recommends that the company build its brand image:

Design a new brand visual identity system (VI), including new brand names, logos, logos, colors, etc., to reflect its brand positioning and connotation, and enhance its brand recognition and beauty.

Make a new brand advertising video, take the food production process and enjoy the scene as the main line, show how its products bring healthy, characteristic and cultural food experience to consumers, convey its brand concept and value proposition, and enhance its brand emotion and influence.

Carry out new brand public relations activities, such as cooperating with well-known gourmets to promote their products, participating in activities such as food festivals or food exhibitions, and launching special menus or theme restaurants to enhance their brand reputation and professionalism.

Use new brand word-of-mouth communication channels, such as social media, online communities, food platforms, etc., to encourage users to share the taste and feelings of their products, and expand the scope of their brand influence and loyalty with the help of interaction and recommend between users.

(3) Enhance brand value. Champ Consulting recommends that the company enhance its brand value:

Continuously develop new products and services to meet consumers' needs for health, characteristics, culture, etc., and maintain its leading position in taste innovation.

Adopt a reasonable price strategy to reflect the value of its product quality and performance, while taking into account the consumer's spending power and psychology, providing a variety of price options and preferential activities to increase the price attractiveness and competitiveness of its products.

Optimize its distribution channels to adapt to consumers' buying habits and preferences, and use a combination of online and offline methods to provide convenient and fast booking and distribution services to increase the accessibility and visibility of its products.

Strengthen its promotional activities to stimulate consumers' purchasing desires and behaviors, and use a variety of promotional methods, such as coupons, membership cards, points exchange, lottery activities, etc., to provide more purchase motivation and create more purchase scenarios to increase The sales volume and market share of its products.

Through the professional guidance and assistance of Shangpu Consulting, the company successfully implemented the brand positioning adjustment project and achieved remarkable results. The company's brand awareness, reputation and loyalty have been greatly improved, and its brand competitiveness and market position have also been significantly improved. The company's consumer base has also grown significantly, and its products have more innovations and breakthroughs in the catering field. The brand positioning of the enterprise has changed from a vague, ordinary and boring positioning to a clear, characteristic and interesting positioning, thus laying a solid foundation for its future development.

(3) A well-known clothing enterprise brand value promotion project

The company is one of the leaders in China's clothing industry, with a number of well-known sub-brands, and has a high market share and brand influence in the fields of casual clothing, sportswear, and business clothing. However, with the intensification of market competition and changes in consumer demand, the company is facing problems such as declining brand value, lack of premium capacity, and difficulty in competing with international brands. In order to enhance the brand value, the enterprise commissioned the Shangpu consulting brand value enhancement project.

Shangpu Consulting first conducted a comprehensive market research and SWOT analysis on the brand status, target market, competitors, and consumer behavior of the company, and found that the company's brand advantage lies in multiple product styles, reasonable prices, and thoughtful service. However, there are also disadvantages such as low product quality, lack of creativity in design, and lack of charm in image. At the same time, Shangpu Consulting also found that the brand opportunity of the enterprise lies in the growth of consumers' demand for fashion clothing, personalized clothing, environmental protection clothing, etc., but it is also facing the pressure of international brands, the improvement of consumers' taste, the rapid change of the industry and other threats.

Based on the above analysis, Champ Consulting has developed the following brand value enhancement strategies for the company:

(1) clear brand positioning. Shangpu Consulting recommends that the company position its brand as a leader "focusing on providing consumers with fashionable, personalized and environmentally friendly clothing", highlighting its advantages in product quality, design creativity and social responsibility, and at the same time, it is in line with consumers' demand and values for clothing.

(2) Create brand image. Champ Consulting recommends that the company build its brand image:

Design a new brand visual identity system (VI), including new brand names, logos, logos, colors, etc., to reflect its brand positioning and connotation, and enhance its brand recognition and beauty.

Make a new brand advertising video, take the design concept and wearing effect of clothing as the main line, show how its products bring fashion, personality and environmental protection clothing experience to consumers, convey its brand concept and value proposition, and enhance its brand emotion and influence.

Carry out new brand public relations activities, such as cooperating with well-known designers or celebrities to promote their products, participating in activities such as fashion weeks or fashion exhibitions, and launching limited or customized products to enhance their brand reputation and professionalism.

Use new brand word-of-mouth communication channels, such as social media, online communities, e-commerce platforms, etc., to encourage users to share their product mix and feelings, and expand their brand influence and loyalty with the help of user interaction and recommend.

(3) Enhance brand value. Champ Consulting recommends that the company enhance its brand value:

Continuously develop new products and services to meet consumers' needs for fashion, personality, environmental protection, etc., and maintain its leading position in design creativity.

Adopt a reasonable price strategy to reflect the value of its product quality and performance, while taking into account the consumer's spending power and psychology, providing a variety of price options and preferential activities to increase the price attractiveness and competitiveness of its products.

Optimize its distribution channels to adapt to consumers' buying habits and preferences, and use a combination of online and offline methods to provide convenient and fast purchase and distribution services to increase the accessibility and visibility of its products.

Strengthen its promotional activities to stimulate consumers' purchasing desires and behaviors, and use a variety of promotional methods, such as discounts, gifts, points exchange, membership systems, etc., to provide more purchasing motives and create more purchasing scenarios to increase its product Sales volume and market share.

Through the professional guidance and assistance of Shangpu Consulting, the company successfully implemented the brand value enhancement project and achieved remarkable results. The company's brand awareness, reputation and loyalty have been greatly improved, and its brand competitiveness and market position have also been significantly improved. The company's consumer base has also grown significantly, and its products have also made more innovations and breakthroughs in the clothing field. The brand value of the enterprise has changed from a low, ordinary and boring value to a high-end, characteristic and interesting value, thus laying a solid foundation for its future development.