二、品牌策划的原则
1． 系统性原则品牌形象的塑造涉及多方面因素，要做大量艰苦细致的工作，是一项系统工程。它需要企业增强品牌意识，重视品牌战略，周密计划，科学组织，上下配合，各方协调，不断加强和完善品牌管理；需要动员各方面力量，合理利用企业的人、财、物、时间、信息、荣誉等各种资源，并对各种资源优化组合，使之发挥最大作用，产生最佳效益。另外，品牌形象的塑造不是单在企业内部即可完成，而要通过公众才能完成，因为品牌形象最终要树立在公众的脑海中。它需要面向社会，和社会相配合，并动员社会中的有生力量，利用社会中的积极因素。这一切都说明，品牌形象的塑造是一项复杂的社会系统工程。

2． 全员化原则全员参与的品牌形象管理对塑造品牌形象是至关重要的。品牌形象要向市场发出一个声音，就是要求企业所有员工都有使命感，这种使命感又来自荣誉感，它能够对员工产生强大的凝聚力。不可能设想一盘散沙或牢骚满腹的员工会向公众展示良好的品牌形象。英国的营销学者彻纳东尼认为，企业要使所有的员工都理解品牌的含义，使所有的员工都能认识、理解、表达自己的品牌形象，这对实施品牌战略的企业，尤其是实施品牌国际化的企业来说是一个非常重要的问题。只有众多员工达成共识，才能使不同领域的角色融为一个整体，使不同部门的成员向着一个方向努力。美国学者艾克在其《品牌领导》一书中也曾提到，企业应把内部品牌的传播工作放在优先考虑的地位，即在得到外部认同之前，首先在内部推行，达到内部认同，因为内部认知的差异可能误导策略的实施。除了让企业内部全体员工参与品牌形象的塑造之外，全员化原则还有一层含义，就是动员社会公众的力量。企业的营销、服务、公关和广告要能够吸引公众，打动公众，使公众关注品牌形象，热心参与品牌形象的塑造，使品牌形象牢固树立在公众的心目中，产生永久的非凡的魅力。

3． 统一性原则品牌形象的统一性原则是指品牌识别，即品牌的名称、标志物、标志字、标志色、标志性包装的设计和使用必须标准统一，不能随意变动。例如同一企业或产品的名称在一个国家或地区的翻译名称要统一，像日本的松下、丰田和美国的通用、微软等的中文名称就不能随便采用其他汉字来代替说起来有点令人难以置信，但却再也真实不过了，一只鸡腿跑遍了全世界。肯德基是一家国际性的连锁店。其最大特征是：一家是一家，十家是一家，千家还是一家，无论你身处何地，只要到了肯德基，你就会发现自己并没走多远。因为那红白条的屋顶、大胡子山德士上校、宽敝明亮的大玻璃窗、笑容可掬的侍应生，还有香喷喷、脆松松、金灿灿的油炸鸡腿，都是你再熟悉不过的了。

4．特色性原则所谓特色性其实就是指品牌形象的差异化或个性化。品牌的特色性可以表现为质量特色、服务特色、技术特色、文化特色或经营特色等。品牌形象只有独具个性和特色，才能吸引公众，才能通过鲜明的对比，在众多品牌中脱颖而出。抄袭模仿、步人后尘的品牌形象不可能有好的效果，也不可能有什么魅力。比如人家说自己生产的摩托车轻便、快捷、安全，你也说自己生产的摩托车轻便、快捷、安全，那就不会有什么特色。特色性原则中还有一点也很重要，就是品牌形象的民族化。民族化的东西总是富有特色的。“只有民族的，才是世界的。”抓住民族特色而赋予品牌形象一定的含义，往往能收到意想不到的效果。

5． 情感化原则品牌形象是品牌对公众情感诉求的集中体现，如奔驰的自负、富有、世故，百事可乐的车经、活泼、刺激，都是品牌情感化的化身。品牌形象塑造过程要处处融入情感因素，使品牌具有情感魅力，以情动人，这样才能缩小其与公众的距离，实现和公众的良好交流。几十年来，万宝路塑造起了西部开阔而丰富的形象——牛仔、牛群、营火及咖啡——生机勃勃，粗犷豪放，充满阳刚之气。它超越单纯的产品关系，将品牌与强大、恒久的情感联系在一起，塑造了“情感品牌”。情感品牌使人们认识到产品的部分价值是情感上的而非物质上的，从而拓展了产品和服务的平台。麦当劳以情感塑造形象的招数可谓绝妙。作为世界范围内最负盛名的快餐店，麦当劳最初的经营业绩也很平淡。直到1957年，一个叫哥德斯坦的人加盟麦当劳后，为了促销，才开始做广告。1960年，美国广播公司开播了一个全国性的儿童节目——波索马戏团，哥德斯坦觉得很有趣，他看准时机，独家赞助了马戏团，并叫波索的扮演者为麦当劳做广告。波索这个滑稽的小丑殷勤地向孩子们喊道：“别忘了叫爸爸妈妈带你们去麦当劳哟！”孩子们在嬉笑声中牢记波索小丑(全球品牌网)的话，于是光顾麦当劳的人越来越多，营业额直线上升。然而好景不长，1963年，波索马戏团节目停办，麦当劳的经营日渐惨淡。哥德斯坦深知父母热爱自己的孩子，哪怕是小小的要求，做父母的都会认为合情合理。签于波索小丑在孩子心中留下的深刻印象，哥德斯坦决心创造一个忠实地站在孩子们一边的“麦当劳叔叔”，成为孩子们的大朋友。当“麦当劳叔叔”的塑像展示在店堂前时，还真的吸引了很多顾客，其中有不少是孩子。从此，麦当劳的生意又日渐红火起来。
Second, the principle of brand planning
1. Systemic principles involved in shaping the brand image of a variety of factors, to do a lot of arduous and painstaking work, is a systems engineering project. It requires enterprises enhance brand awareness and attention to brand strategy, carefully planned, scientific organizations, from top to bottom with the parties coordination, and continuously strengthen and improve the brand management; need to mobilize all forces, rational use of the enterprise, financial, and material resources, time, information , Honour and other resources, and optimize the combination of various resources so as to achieve maximum effect, produce the best efficiency. In addition, the brand image of the shape is not alone in-house to complete, and should be completed by the public, because ultimately to establish a brand image in the minds of the public. It needs-oriented society, and social fit, and to mobilize society in the effective strength, using the positive social factors. All this shows that brand image of the shape is a complex social system project.

2. Full of the principle of full participation in the shaping of brand management brand image is essential. Brand would like to send a voice of the market, that is, all employees have the enterprise mission, the mission also from the sense of honor, it can have on staff a strong cohesion. Can not be envisaged tray of loose sand or the staff will begin to complain to the public display of good brand image. Britain's Tony Chena marketing scholars that the enterprises to make all employees understand the meaning of brands, so that all employees can understand, understand, to express their brand image, brand strategy for the implementation of the enterprises, in particular the implementation of brand Internationalization of enterprises is a very important issue. Only many employees to reach a consensus so that different areas of the role of financial as a whole, so that the different departments of the members toward a direction. U.S. scholars Elk in its "brand leadership," a book also mentioned, the internal brand enterprises should work on the spread of the priority status, that is external recognition, the first in-house to house agree, because Internal cognitive differences may be misleading strategy's implementation. In addition to all the staff involved in internal corporate brand image of the shape, full of principles is also available in a layer of meaning, is to mobilize the public force. Corporate marketing, services, public relations and advertising to be able to attract the public, moved by the public so that the brand image of public concern, active in shaping the brand image, to firmly establish the brand image in the eyes of the public, have a permanent extraordinary charisma.

3. The principle of uniformity of brand image refers to the principle of the unity of brand recognition, brand names, or signs to mark the word, color logo, signs and packaging design and use of standards must be unified, we can not arbitrarily change. For example, the same enterprise or product names in a country or region must unify the translation of names, like Japan's Matsushita, Toyota and the U.S. General Motors, Microsoft and the Chinese name of the other characters could not be used to replace that with a bit unbelievable, But no longer true, however, a Coprinus throughout the world. KFC is an international chain. Its best features are: one is a, is a 10, 1000 or one, no matter where you visit, so long as to the KFC, you will find that they did not go far. Because the roof of the red and white, bearded Colonel Hill Texaco, spacious and bright-large windows, the smiling waiters, aromatic, crisp easy, Jincan Can the Coprinus fried, then you are familiar with However it.

4. Characteristics of the principle characteristics of the so-called brand image is actually referring to the differences or personal. The characteristics of the brand can be expressed as quality characteristics, service features, technical characteristics, cultural characteristics or operating characteristics, and so on. Brand only unique personality and characteristics, in order to attract the public to come through in stark contrast to the many brands stand out. Plagiarism imitation, Burenhouchen brand image can not have good results, they can not have any charisma. For example, people said their production of motorcycles Light, fast, safe, as you say production of motorcycles Light, fast, safe, it will not have any characteristics. Characteristics of the principle It is also important that the brand image of the nationalization. Nationalization of the things always full of characteristics. "Only the nation, is the world." Seize the national characteristics and to the meaning of certain brand image, can often received unexpected results.

5. Feelings of the principle of brand image is brand to the public demands a concentrated expression of emotion, such as the Mercedes-Benz's own, rich, sophisticated, the Pepsi car, lively, exciting and brands are the embodiment of emotion. Brand image-building process to integrate into the emotional factors everywhere so that the brand with emotional appeal, with feelings moving, so as to narrow the gap with the public, and the public to achieve a good exchange. Over the past decades, the Marlboro shape from the west and abundant open the image - cowboy, cattle, campfires and coffee - the vibrant, rough uninhibited and full of masculinity gas. It goes beyond a simple product, brand and will be strong, long-lasting emotional link, created "emotional brand." Emotional brand products so that people can understand some of the emotional value is not material, thus expanding the products and services platform. McDonald's to shape the image of emotion is wonderful tricks. As the world's most prestigious fast food shops, the operating results of the first McDonald's also very boring. Until 1957, a call Gedesitan who joined McDonald's after, in order to promote, only started to advertise. In 1960, ABC launched a national children's programs - Poso circus, Gedesitan find it very interesting, he saw opportunity, exclusive sponsor of the circus, and called the Poso扮演者advertising for McDonald's . Poso this ridiculous clowns attention to the children shouted: "Do not forget to tell parents take you to McDonald's yo!" The kids remember the sound of giggling in Poso clown (global brand network), then the people to patronize McDonald's More and more, straight-line rise in turnover. However Haojingbuzhang, 1963, Poso circus program shut down, the operators of McDonald's increasingly gloomy. Gedesitan know that their parents love their children, even a small request, so that parents will be fair and reasonable. Signed in Poso clown in the hearts of the children left a deep impression, Gedesitan determination to create a faithful stood on the side of the children, "Ronald McDonald" and a large children's friends. When the "Ronald McDonald" statue displayed at Diantang ago, really attracting a lot of customers, many of which are children. Since then, McDonald's business is increasingly flourishing together.