商业底层逻辑背景下的品牌全案策划结构（经典）

Brand Planning Structure Underneath the Business Logic Background (Classic)

In discussing brand planning, the author highlights two approaches: the brand-driven system theory and the 18-character mechanism for brand operations. After sharing the system theory last year, the current focus is on the process mechanism of brand planning, outlined in the 18-character mantra. The sharing process follows these 9 process rhythms, but the update has been somewhat disorganized due to an abundance of ideas.

The author aims to provide a systematic and value-driven overview of the mechanism process theory, presenting a framework based on business fundamentals. This framework is structured to showcase the core strategic value of a business, brand value propositions, and the levels of product value communication, offering strategic insights and methods for brand planning.

The content is designed for professionals and may require approximately 60 minutes to digest due to its complexity and depth.

Core Concepts of Business Logic:

• Human nature is the essence of profitability in business. The relationship between an individual's unmet needs, cultural background, desires formed by personal consciousness, and needs created by economic levels is crucial.
• Desires stem from social culture and personal consciousness. To minimize the variability in this transition, the focus is on human weaknesses and strengths — weaknesses being applied to the demands themselves (widely used and effective), and strengths used in brand promotion.
• The combination of desire and economic foundation forms the updated seven-layered theory of needs, which suggests a more refined approach to understanding market demands in China's current economic climate. This includes an appreciation for aesthetics as a strategic value driver in the future.
• Since the market's core is people, there are two main research directions from a human perspective.

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