第一步:品牌资源整合——明确品牌定位,确立品牌形象品牌资源的整合是在进行品牌规划之前要做的第一步。事实上,大多数本土企业并不是缺乏品牌资源,而是不善于挖掘和利用自己的品牌资源。而要树立品牌,首先必须了解我们的品牌现在所处的位置,即进行品牌资产的检验,提炼品牌的核心价值,清晰定位,通过创意,展现自己的品牌形象。案例1:古井葡萄酒形象整合调查结果显示:入关之后的中国葡萄酒市场将面临更多,更高层次的竞 The first step: integration of brand resources - a clear positioning of the brand, the establishment of the brand image Brand integration is the first step in the brand planning. In fact, most local enterprises are not lacking in brand resources but are not good at exploiting and utilizing their own brand resources. To establish a brand, we must first understand the current location of our brand, that is, the test of brand equity, refining the core values ​​of the brand, a clear positioning, through creative, to show their brand image. Case 1: Furui wine image integration survey results show that: after entering the Chinese wine market will face more, higher level of competition