品牌规划是品牌发展的灵魂,品牌系统性建设需要品牌规划来确立品牌发展的方向、定位和目标,方向对了头,速度才有意义。首先,我们对品牌规划进行了系统性的思考,明确了品牌规划的指导方针,即要建立品牌规划管理体系,提供制度保障;要确立品牌规划的先导性、权威性和指导性;要以生产+市场双要素导向确定品牌发展方向;要以“产品卓越+用户亲密”双轮驱动来规划品牌发展路径。同时明确了品牌规划机制体系建立的目标,即: Brand planning is the soul of brand development, systematic brand building needs brand planning to establish the direction of brand development, positioning and goals, the right direction, speed makes sense. First of all, we conducted a systematic thinking on brand planning, defined the guidelines for brand planning, that is, to establish a brand planning management system and provide system guarantee; to establish the leading, authoritative and guiding brand planning; + Market dual factor orientation to determine the direction of brand development; to “excellent product + user close” dual-wheel drive to plan the path of brand development. At the same time, the goal of setting up a brand planning mechanism system is clarified: