论文总字数：14733字

摘 要

品牌是质量的象征，久负盛名的品牌更是优秀质量的象征，在经济全球化的今天，如果没有优秀的品牌作为依托，那么在这个大市场上很难立足发展，因此，要通过品牌策划来解决这一难题。

本次策划是围绕冯氏公司推出的新品牌“醉青天酒”开展进行的，首先先模拟了一家公司，说明了公司的优劣势，阐述了策划的目的和意义，然后对市场做了一个分析，在对市场现状和竞争对手做了一个分析之后，确定了目标消费者，然后本次策划从品牌命名设计，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，分别对品牌进行了阐述。

笔者通过这次策划，有以下几点感受：

第一，对策划有了更进一步的了解，但还存在着许多的不足，没有亲身体验过品牌策划的整个过程，所以视野比较狭隘，策划有些部分看起来还比较幼稚。

第二，传统文化很重要，品牌一定要有自己的文化，没有文化的品牌就没有了灵魂，很难将推广出去，在市场上难有立足之地。

第三，如何将自己的品牌传播推广出去，是品牌策划最关键的地方。

第四，策划一定要有可行性，不能纸上谈兵，要结合实际，精心策划。

虽然我们在品牌策划上还有很多问题与不足，但是我们也应该看到品牌策划越来越受关注，越来越重要，我将继续努力，在可行性的前提下，将品牌策划做的更加的完美而无可挑剔。

关键词：品牌 品牌策划 品牌命名 品牌定位 品牌认同

The brand planning of wine industry

Abstract

.Brand is the symbol of quality, famous brand is the symbol of good quality in the economic globalization today, if there are no outstanding brand as the backing, so it is difficult to foothold in the large market development, therefore, to solve this problem by brand planning.

The plot revolves around Feng company of the new brand of "drunk sky wine" to carry out, first to simulate the company first, illustrates the advantages and disadvantages of the company, this paper expounds the planning the purpose and significance, and then made an analysis to the market, the present situation and the competition in the market made a analysis, determine the target consumers, and then the planning from the brand name design, brand design, brand identity design, brand advertisement design, brand design, public relations and brand experience of brand are expounded.

The author through this plan, there are the following:

First, have a better understanding of how to plan, but also has many deficiencies, didn't experience the whole process of brand planning, vision is narrow, so planning some part looks more naive.

Second, traditional culture is important, the brand must have their own culture, there is no culture brand is the soul, it is hard to go out, difficult to have a foothold in the market.

Third, how to make your own brand promotion, is the most key local brand planning.

Fourth, planning must have feasibility, cannot be an armchair strategist, want to combine the actual, elaborate.

Although we have a lot of problems and deficiencies in the brand plan, but we should also see brand planning more and more attention, more and more important, I will continue to work hard, on the premise of feasibility, brand planning to do more perfect and perfect.

Keywords: Brand；Brand planning；Brand Name；Brand Recognition；Brand Positioning

目 录

摘要 I

ABSTRACT Ⅱ

第一章 前言 1

1.1 公司基本概况 1

1.2 品牌策划目的及意义 2

第二章 市场分析 3

2.1 主要竞争对手分析 3

2.2 消费者分析 3

第三章 品牌命名设计 5

3.1 竞争对手的文化因子分析 5

3.2 命名过程及说明 5

3.3 品牌文化因子设计 7

第四章 品牌定位设计 9

4.1竞争对手品牌定位分析 9

4.2品牌定位过程和结果 9

第五章 品牌认同设计 11

5.1基本认同 11

5.2延伸认同 11

5.3 关于基本认同以及延伸认同的说明 11

第六章 品牌广告传播设计 13

6.1品牌广告主题 13

6.2 品牌广告发布策略 13

6.3 品牌广告媒体选择 14

6.4 品牌广告预算 14

第七章 品牌公关及品牌体验设计 17

7.1 公关体验活动主题的确定 17

7.2 活动说明 17

结语 19

参考文献 20

致谢 21

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