Brand Planning And Design

With the social progress and the development of economic globalization,China’s garment industry has developed vigorously and dynamically,and tens of thousands of clothing enterprises appeared.In this seemingly saturated market environment,it is far enough to simply rely on service,quality and marketing to rank among the top enterprises.Currently,the market competition has been transited to the brand level,the brand will be the core factor of enterprise survival and development.Enterprises should start for the sake of consumers with people-oriented awareness,and develop long-term effective brand strategy layout to build a strong brand and cultivate the ability to capture the market.By taking the JEMO original clothing brand as an example,this paper conducts a more systematic analysis and research of original clothing brand planning and design process from five aspects such as market research,brand positioning,brand design,brand media communication and brand extension and maintenance.In market research part,garment market environment,consumer group characteristics and competitive brand status are analyzed through collecting and organizing abundant literature and network data to assist JEMO in conducting market segmentation and determining target market.In brand positioning part,JEMO is endowed with unique brand culture and image characteristics to deliver brand information to consumers and establish brand credibility,through studying garment products,target market,competitors,cultural characteristics and emotion orientation.In brand design part,name planning,brand logo design,corporate image visual identification system design and brand package design of JEMO are conducted through learning and innovation of design survey and combining its own brand attributes and characteristics.In brand media communication part,JEMO’s promotion form with new media as key brand communication carrier is determined and new media represented by Taobao,Weibo and WeChat are emphatically analyzed and practically applied,through a comparison analysis on development status and future trends of traditional media and new media.In brand extension and maintenance part,upon introduction to the importance of brand extension and maintenance,it proposes a specific brand extension strategy and brand maintenance method tohelp businesses to adapt to diversified consumer needs and consolidate their brand market positions.Importance of brand to corporate development can be discovered through this paper.Businesses have the chance to dominate the fierce market competition environment and remain unfailing only with comprehensive and strategic brand planning and design.