Zero-degree thinking: 10 key tactics for brand planning: 10 key tactics for brand planning

Author: Kiyoshi Hattori
Publisher:
Publish Date: 2004-05-01
Features: This book introduces the brand cultivation techniques I have summarized from my experience as a businessman and manufacturer, revealing several key winning strategies, which are gradually unfolded in the preface. First, most current marketing efforts are driven by short-term considerations of immediate profits and market share. I remind companies to be smart and cease early. Overly focusing on internal matters not only leads to a significant waste of funds and energy but also increases the company's burden. I want to emphasize that winning with the brand's own strength is the right path. Second, having a clear understanding of one's own products is a challenging task. Although withdrawing from the market is difficult to imagine in corporate strategy, it is an important business judgment from a planning perspective. It is essential to seriously explore whether brand products can meet all customer needs. Attachment to old brands oftens the company's hands. Therefore, this topic is set for readers to reflect on. Additionally, planning has not been given enough attention. The brand that embodies the "personality," "similarity," and "atmosphere" of the company and its products is merely a long-established impression. I would like to elaborate on my understanding of the marketing academic term "extension and connotation" that arises from this. Similarly, in brand creation, advertising performance is the primary means of attracting customers through visual impressions. Among them, how to develop "effective advertising"? What kind of concept should be used to select and decide on advertising? Can it truly fulfill the role of "information delivery" that is crucial to the life of advertising? Based on personal experience, this book will propose evaluation criteria for advertising planning to address these deeply troubling issues for companies.