Huashanwang Ancient Brown Sugar Brand Communication Planning Case

Chongzuo is known as the “sugar capital of China”.By virtue of location and policy advantages,Chongzuo has bred a small and micro brand--Huashanwang ancient brown sugar brand.However,due to the late start,fuzzy brand positioning and weak strength,Huashanwang ancient brown sugar brand has been in a tepid situation.The brand communication plan lacks timeliness and strategic guidance for systematic planning,and it is urgent to improve brand awareness and reputation by adjusting and updating the brand communication planning plan.First of all,this planning case uses field research,literature analysis and other methods to understand the current macro environment,industry background and consumer composition of the ancient brown sugar market,and uses SWOT model to analyze the existing advantages,disadvantages,opportunities and threats of brand development.Through the analysis of the status quo of brand communication,it is found that there are some problems in the brand communication of Huashanwang ancient brown sugar brand,such as unclear brand positioning,imperfect brand communication channels,lack of professional talents in brand communication and strong dependence on brand communication.Secondly,the plan uses the consumer questionnaire to determine the brand target consumers and determine the user portrait.Combined with the advantages of the brand and consumer needs to determine the brand positioning,namely “sugar capital optimization,ancient manufacturing,Zhuang characteristics” and the core concept of the brand.Thirdly,as a small and micro brand,Huashanwang ancient brown sugar brand cannot build an all-round media matrix under the premise of limited resources and funds.Therefore,combined with the actual situation,the planning plan will be guided by the theory of brand story and design a series of products for Huashanwang ancient brown sugar brand from the perspective of slogan,brand IP and advertisement film.Tiktok communication,e-commerce communication and activity communication will be selected as the main media promotion plan,while mainstream media promotion will be the auxiliary media promotion plan.Develop detailed brand communication plan to improve brand awareness and reputation.Finally,combined with the theory of brand story,the daily maintenance of Huashanwang ancient brown sugar brand communication is strengthened to achieve long-term brand communication and sustainable development of brand communication effect.In addition,as a small and micro brand,Huashanwang ancient brown sugar brand shares common problems with most small and micro brands in brand development and brand communication.Therefore,the formulation and implementation of this planning plan is of reference significance for other small and micro brands of the same type to formulate brand communication plans and build individual brands.First,in the case of limited capital resources of small and micro brands,abandon the planning of creating a comprehensive media matrix,but choose to concentrate resources,according to the brand positioning and consumer preferences,select part of the platform with good communication effect,large fan base,quick effect design specific brand communication plan,to improve the feasibility of the planning case.Second,under the guidance of brand story theory,the method of “story telling” is used to change the way of brand communication,attract attention in the form of soft advertising,and reduce consumers’ resistance to brand advertising.Small and micro brands have a wide range of creation and rich story sources.Small and micro brands can focus on brand positioning,dig brand stories deeply,use high-quality and touching story content to attract fans and form vertical users.Third,make full use of government resources to carry out brand communication.In the case of limited funds and resources,Huashanwang ancient brown sugar brand chooses to carry out brand communication activities with the help of government resources in its publicity program.Small and micro brands can not only reduce operating costs of brand communication,but also achieve the purpose of brand communication by strengthening cooperation with the government and using government resources to carry out brand communication.In short,this planning case aims to improve the popularity and reputation of Huashanwang ancient brown sugar brand,and to provide reference experience for the brand communication of other similar small and micro brands through the exploration of the brand planning case.