论文总字数：14157字

摘 要

自古以来，民以食为天。食品在人们的心中的地位尤为崇高，但中国的食品业却面临着诸多的问题，优秀的品牌少之又少，究其原因，就是人们不知道品牌的重要性及如何建立一个优秀的品牌。那么，如何给一个品牌命名，品牌的文化应该是什么样子的，品牌应该定位于那个位置，如何进行品牌传播及品牌延伸直至建立一个优秀的品牌是每一个食品行业的人应该考虑的问题。

本策划书就建立一个新的品牌出发，推出全新的产品，建立品牌形象，就如何成立一个优秀的品牌进行策划。

本文围绕味之浓食品有限公司推出的新产品进行品牌策划宣传。本文分别从市场分析，品牌命名，品牌定位，品牌认同，品牌广告和品牌公关等几个方面来进行分析和策划。通过对竞争对手的分析和对自身的分析后，制定了品牌策划书。本人第一次进行品牌策划书的写作，在写作过程中也遇到了不理解的情况。由于缺乏品牌策划经验，对市场实际情况不够了解，策划书还存在着很多问题和不足，我将虚心听取各位老师能够给我提出意见，以便完善我的策划书。

通过这品牌策划，我学到了很多：

第一，品牌的名称都必须要有着自己的文化内涵，这样才能广泛的传播，让消费者记住，在众多的品牌中脱颖而出。

第二，品牌的定位必须要着眼于消费者，只有把消费者放在第一位才有可能给自己的产品确定一个让大众接受的定位。

第三，品牌的传播也必须要遵循一定的方法，只有充分的利用好广告，才能给产品打开市场。

关键词：品牌文化 品牌命名 品牌传播

Brand plan for food industry

Abstract

Since ancient times, Hunger breeds discontentment. Food in the hearts of the people of status is particularly high, but China's food industry is facing many problems, excellent brand is less and less, the reason, that is, people do not know the importance of the brand and how to establish a good brand. So how to give a brand naming, brand culture should be like, the brand should located at that location, how to carry on the brand communication and brand extends until the establishment of a good brand is each of the food industry should consider the problem.

This plan will establish a new brand, launch a new product, establish brand image, how to set up a good brand to plan.

This paper is focused on the new product launched by the concentrated food Co., Ltd., brand planning and publicity.. This paper analyzes and plans from the aspects of market analysis, brand naming, brand positioning, brand identity, brand advertising and brand public relations.. Through the analysis of competitors and their own analysis, the development of a brand planning book. I first carried on the writing of the brand planning book, and I also encountered the situation of not understanding in the writing process.. Due to the lack of brand planning experience, not enough understanding of the actual market situation, the plan book still exist many problems and shortcomings, I will humbly listen to teachers will be able to give me advice, in order to improve the planning book.

Through this brand planning, I learned a lot of:

First, the brand name must have its own cultural connotations, so that a wide spread, so that consumers remember, in many brands come to the fore.

Second, the brand positioning must focus on the consumer, only the consumer in the first place it is possible to give their products to determine the positioning of a public acceptance.

Third, the spread of brand must also follow a certain way, only the full use of good advertising, to open the market to the product.

Keywords: brand culture brand name brand communication

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 1

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 4

第三章 品牌命名 6

3.1 竞争对手的命名分析 6

3.2命名过程及说明 7

3.3 品牌文化因子设计 8

第四章 品牌定位设计 10

4.1竞争对手品牌定位分析 10

4.2品牌定位过程、定位结果及其分析 10

第五章 品牌认同设计 12

5.1基本认同 12

5.2延伸认同 12

5.3 关于基本认同以及延伸认同的说明 12

第六章 品牌广告传播设计 14

6.1广告主题 14

6.2 广告媒体选择 14

6.3 广告发布策略 15

6.4 广告预算分配 15

第七章 品牌公关及品牌体验设计 17

7.1 公关体验与活动主题 17

7.2 活动方案 17

结语 19

参考文献 20

致谢 21

食品业品牌策划书

1. 前言

1.1公司基本概况

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