Research Of BM Brand Planning

In recent years, the creative industry is rapidly developing in China. Pressure from customers and competitors makes the industry competition is also increasing. In today’s era, as products are more and more homogeneity, brand becomes the main competition between enterprises. Since such, brand planning becomes imperative for creative enterprises. So how to make brand strategy, brand planning, promotion and management becomes the main important problem of creative enterprises.BM is a creative furnishing brand in Shanghai, based on original Chinese furnishing combined with modern lifestyle, set of product design, manufacturing and sales as one, to set up a Chinese contemporary original high-end brand. Creative furnishing has its own uniqueness, relying on investing a lot of money to do brand promotion is difficult to get something of value in return. To promote the brand reputation needs through the appropriate use the means of effective communication. In the fierce market competition, how to through the scientific brand planning and effective brand management to enhance the competitiveness of the enterprises has become an urgent need of BM Company.This article is based on BM brand as the research object, analysis BM brand in the external and internal environment and its target market environment, to find out the brand positioning, core value, personality and structure of advantages and disadvantages. In view of the disadvantages, it will focus on enterprise internal management, product structure, marketing mode, how to enter the target market analysis, in order to find out the opportunity and challenge of creative furnishing industry, put forward the brand dissemination and promotion strategy, make a scientific brand planning for BM brand development, as well as similar enterprises, including which has been ignored the brand construction, to find out a practice mode, which has reference significance.