Traditionally, enterprises in the planning of distribution to the distribution of "product - price - channel - promotion" as the strategic development of the spindle. This model is basically the product as the starting point to promote performance, create turnover as the end of the enterprise.
However, the current state of the market has been manifested as a multi-polar, diversified, informative and mature buyer's market. Obviously, the company's view of creating high performance has obviously failed. The most important reason is that the traditional enterprises can say Only to "product planning" stage, which can not meet the brand needs of the market era.
The planning of the brand era still regards performance as an extremely important management indicator, but the notion of "entering the market" has changed significantly. Therefore, a more comprehensive and more meticulous way to run the market, that is, the beginning of the main product planning extends to brand planning.
Brand management as a brand of hard work, depending on the results for the harvest, which is good with the production of products on the market look forward to marketing, promotion of product planning concepts, systems and systems are naturally very different. The main idea of ​​brand-based distribution planning is how to establish a brand awareness system in the minds of consumers, that is, brand planning to find, define, plan and promote consumer awareness, value "As the primary goal.
Therefore, HKK brand strategy will focus on the development of this main idea.
Brand model positioning:
Positioning as: a new model, a new brand strategy positioning reasons: the company's existing brand has a market share in the market, due to the existing main brand positioning in the market is too high homogeneity, single goods and other reasons, it is difficult In the market competition has a big advantage, and thus difficult to achieve better performance. HKK with a new model, a new brand image appears, easy to form a diversified development, so as to enable companies to better develop in the market.
Brand overall image:
Positioning as: popular personality, classic and unique style. HKK products will be introduced each quarter of the classic black and white gray pop colors and a variety of the latest international pop color, the store image focusing on the display of goods, decoration full of rich modern flavor, HKK show women's versatility!
Location reasons: According to product positioning, to meet market demand
Brand image carrier positioning:
Positioning as: product packaging, promotional materials (plane), the terminal display, staff dress, surgery.
Location reasons: These carriers are common carriers of brand communication, HKK can be very intuitive performance of the brand image, it is important not to invest a lot of money.
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