论文总字数：19500字

摘 要

品牌是争夺消费者、开拓新市场的核心要素，也是提高核心竞争力的有利武器。在如今的男装市场，同质性越来越严重，只有差异化竞争才能获得市场份额所以要在未来的竞争中占有一席之地，唯有通过品牌策划来提升竞争力。

本策划书从建立一个新的品牌出发，首先分析了集团内部的一些情况，客观评价推出新品牌的优劣势，然后对市场做了分析，在充分了解男装行业的市场现状以及竞争对手的状况后，结合自身情况做出了目标消费者的定位。了解企业概况以及市场状况后，本次策划书从品牌命名设计、品牌定位设计、品牌认同设计、品牌广告传播设计、品牌公关及品牌体验设计这几个方面进行了详细的阐述。

接下来是我自己的一些感受心得：做完这次的品牌策划，我发现成功地策划一个品牌需要一个合适的品牌名称、丰富的品牌文化、准确的品牌定位、顾客满意的品牌体验、影响力大的品牌传播、争创名牌的品牌发展、过硬的品牌质量、紧抓时机的品牌运作。尽管要全部做到这些很难，但是我们泱泱大国却无一品牌有缘世界品牌榜百强，这还是很让人痛心的。所以我们一定要好好培养我们的名族品牌加强品牌的市场领导力、品牌稳定性和全球普及率，才能尽早使中国企业打入世界。

关键词：品牌 品牌策划 品牌定位 品牌传播

Abstract

Brand is the core element to develop the new products and new markets, and it also improves the favorable factors of core competitiveness. With the progress of science and technology, cosmetics homogeneity is more and more serious, through the poor dissimilation to compete to gain market share has become increasingly difficult, and if we want to occupy a favorable position in the future competition, the planning of brand is the only way to enhance their competitiveness.

The planning starts from the perspective of the establishment of a new brand. Firstly, I analyzed the internal situation of group and evaluated the advantages and disadvantages of the new brand objectively, then analyzed the whole market, in the full understanding of the situation of Apparel industry market and the situation of competitors. Finally, according to our own situation, I designed the target consumer positioning. After learning about the situation of the group and the market situation, I elaborated from the brand design, brand positioning, brand recognition design, brand communication, brand marketing and brand experience design in detail.

I found a brand needs to successfully plan a suitable brand name, brand culture rich and accurate brand positioning, customer satisfaction, brand experience, influence big brand communication, create brand development brand, strong brand quality, brand operation to seize the opportunity. Despite these very difficult to do it all, but we are a great country, but no one hundred brand affinity brand in the world standings, this is very heartbreaking. Therefore, we must nurture our family brand name brands to strengthen market leadership, stability and global brand penetration, as soon as possible in order to enable Chinese enterprises to enter the world.

Keywords: Brand；Brand planning；Brand Recognition；Brand Communication

目 录

摘要 I

ABSTRACT Ⅱ

第一章 前言 1

1.1 公司的基本概况 1

1.2 品牌策划目的及意义 1

第二章 市场分析 3

2.1 男装行业市场分析 3

2.2 主要竞争对手分析 3

2.3 消费者分析 4

第三章 品牌命名设计 6

3.1 品牌命名的基本要求 6

3.2 竞争对手的命名 6

3.3 命名结果及其说明 7

3.4 品牌文化因子设计 8

第四章 品牌定位设计 10

4.1竞争对手品牌定位分析 10

4.2品牌定位结果及其说明 10

第五章 品牌认同设计 12

5.1基本认同 12

5.2延伸认同 12

5.3 关于基本认同以及延伸认同的说明 13

第六章 品牌广告传播设计 14

6.1品牌广告主题 14

6.2 品牌广告媒体选择 14

6.3 品牌广告发布策略 16

6.4 品牌广告预算 17

第七章 品牌公关及品牌体验设计 21

7.1 公关体验活动主题的确定 21

7.2 活动说明 21

结语 23

参考文献 24

致谢 25

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