Influences of Planning on Brand Management

Abstract

With the continuous development of China’s market economy, continuous improvement of consumers’ consumption level as well as continuous change of consumption concept, consumers’ brand awareness has also continuously enhanced, and the importance of brand management for enhancing enterprise’s core competitiveness has become increasingly prominent. Good brand planning is not only beneficial to the effect of brand management, it is more an integral part of brand management. Through the analysis of the importance of brand planning, the paper argues that meaningful planning is the premise of brand establishment, purposeful planning is the guarantee of brand maintenance and planning with connotation is the driving force of brand development. 2016 (Singapore) Global Brand Planning Competition Qualification Trials recently organized in China region attracted the participation of 256 teams from major colleges and universities throughout the country, and displayed many brand management planning plans integrating ideological content, artistic quality, value creativity and market awareness, which reflected our country’s improvement in understanding of the influences of planning on brand management under today’s continuous perfection of market economic system in China. Since the establishment of brand, brand management activities have already started, and run through the whole process of brand maintenance, development and update and upgrade, it is a long-term, comprehensive and systematic enterprise management behavior. Inside the enterprise, to carry out effective brand management needs the coordination and cooperation of work such as comprehensive utilization of various resources in the enterprise, connotation support of enterprise culture and comprehensive promotion of brand strategy, etc.; outside the enterprise, to carry out effective brand management needs to comprehensively consider strength of national economic development, consumers’ consuming status, market development trend, industry trends and other factors. Good brand management needs to be assisted by good planning