What are the differences between event planning, marketing planning and brand planning?

Recently, I saw this problem. Many people are stupid about event planning, marketing planning, brand planning, whole case planning, copywriting planning, marketing planning and brand planning. They don't know how to transform and what abilities they should have. In this issue, I will share with you ~ Question 1: Stupidity can't distinguish each of the above problems: event planning, marketing planning, brand planning, whole case planning, copywriting planning and marketing planning, brand planning. Event planning Event planning is an effective behavior to increase market share. An executable, operable and creative event planning case can effectively enhance the visibility and brand reputation of an enterprise. The event planning case is relative to the market planning case. Strictly speaking, they belong to the same brother branch of market planning, and event planning and market planning are complementary and interrelated. Both market planning and activity planning are subordinate to the overall marketing ideas of the enterprise. Only when the brand planning is perfect can the market planning and activity planning be integrated and continuous, and only in this way can the audience effectively understand the cultural connotation of a brand. Marketing planning Marketing planning is the behavior of realizing the exchange process between individuals and organizations by designing and planning the products, services, creativity, prices, channels and promotions of enterprises according to the marketing objectives of enterprises. Focusing on meeting the needs and desires of consumers. Marketing planning is divided into four aspects: marketing planning, market segmentation, product innovation, marketing strategy design and marketing combination 4P tactics (combination). First of all, we must determine the marketing concept, followed by the planning based on the marketing concept. Brandplanning Brand planning is a deep expression: brand planning is to form a personalized division between corporate image and product brand in consumers' minds, and to form a unified value between consumers and corporate brands and product brands, thus establishing their own brand voice. A brand is an intangible asset that brings a premium to its owner and increases its value. Its carrier is a name, term, symbol, symbol or design and their combination used to distinguish it from other competitors' products or services. The source of value-added comes from the impression of its carrier formed in consumers' minds. The deeper expression is: a brand that can be passed down by word of mouth can be called a brand. Case planning Case planning refers to a series of business strategies and tactics based on the internal and external environment of the enterprise, which allocate resources and funds and take the enterprise as the core. The whole case planning is called enterprise whole case planning, which is an all-round systematic planning for the inside and outside of the enterprise, including both strategy and tactics; It includes not only the construction and optimization of the internal management system (brand positioning, organizational structure, human resources strategy, spiritual and cultural orientation, etc.), but also the external market expansion strategy and development strategy (customer positioning, market positioning, marketing strategy, etc.). Copywriting Copywriting generally refers to the occupation of an advertising company or enterprise planning department engaged in writing work. That is, advertising copywriting is mainly responsible for writing and creative writing in advertisements. Including the title, text, slogan writing and the choice of advertising image. Planning is a scientific procedure based on reality and winning by creativity. Through this procedure, the development trend of things is predicted, opportunities are seized, various resources are integrated, and the feasible optimization scheme is formulated to effectively achieve the set goals. Refers to the process of managing, operating, handling or manipulating market information; The process of planning, brewing, making decisions and using strategies for the market. This is a systematic work with its own unique mode of operation. Marketing planning first look at the responsibilities of the marketing planning post: 1. Responsible for the planning and promotion of product marketing activities, planning online and offline marketing activities and publicity, including but not limited to soft articles, short videos, online live broadcasts, offline conferences, salons, etc. 2. Plan and take the lead in organizing a series of activities such as product after-sales companionship, and accompany customers with professional strength to enhance customer stickiness. 3. Participate in promoting the brand building of the company's products and formulate brand management, market communication and promotion strategies. 4. Responsible for completing all kinds of marketing materials around marketing planning, including but not limited to product sheets, PPT for roadshows, marketing words, and various creative outputs. 5. Participate in the planning, writing and delivery of media release content. 6. Other marketing-related work assigned by department leaders. Brand planningbrand planning is enterprise brand planning, and brand planning refers to the process that people conceive, design and make planning schemes for decision-making and planning with the help of certain scientific methods and art in order to achieve a certain goal. Deep expression of brand planning is to make corporate brands or product brands form a personalized division in consumers' minds, and to form a unified value between consumers and corporate brands or product brands, thus establishing their own brand voice. The value of brand planning can enable enterprises to make a correct judgment on market demand before entering the market, effectively prevent enterprises from causing huge economic losses due to incorrect operation investment, and provide the basic guarantee for the success of brand entering the market. Job responsibilities of brand planning: 1. Industry and competitor analysis: Before establishing a brand, an enterprise must understand its competitors and analyze the performance of the whole industry in the market; 2. Market analysis: look for brand positioning from the characteristics of the market, and then extend communication strategies and other information on the basis of fully understanding industry characteristics, business environment and consumer cognition; 3. Brand building: enterprises need to complete the design of brand name, brand description, brand slogan, brand pattern expression and brand story at the initial stage of market development; 4. Conceive the mode of communication: bring the core interests of the brand to customers by establishing an adaptive website that can be presented by multiple terminals or using video marketing, and at the same time let customers understand the values that the enterprise always takes the needs of customers as the core through brand marketing planning; 5, consumer analysis, brand promise: From the customer's point of view, we can understand the psychological feelings of the audience of brand marketing, combine the brand and product users, and bring value to both enterprises and consumers. Question 2: If we want to start the transformation from activity planning, what kind of process should it be to become stronger and stronger? How long? Let's take the event planning as an example to transform into a brand planning position. First, we download the job descriptions of these two positions from a recruitment website: 1. According to the company's direction and strategy, we plan and land market activities at various market nodes that are in line with the tonality of the snow field and popular with customers; 2. Plan and land a series of mass skiing events according to the company's event planning; 3. According to market hotspots, plan and link all brands to carry out light atmosphere activities such as equity replacement; 4. Control the landing quality of activities, and control the design, production, performance and progress of materials; 5. Control and rationally allocate the budget and expenses of marketing activities. Job description of brand planning: 1. Formulate brand building strategy and positioning strategy, and build brand VI, MI and CI systems; 2, responsible for the management of brand planning, promotion content output and material library integration; 3. Supervise the staff of the department to complete all the brand planning work arranged by the company with good quality and quantity on time, and organize the work of product promotion content output and brand activity landing in the early, middle and late stages; 4. Formulate digital marketing plans, promotion and communication plans, and formulate business cooperation plans and media cooperation plans; Create a self-media matrix and implement the management, operation and maintenance of self-media accounts; 5. Manage and analyze customer CRM data through scientific tools such as big data; 6. Establishment, construction and publicity of company and department culture, and implementation of corporate culture. What do you see from above? The ability of activity planning includes the formulation of activity content, and the simple execution of activities is more at the level of marketing execution, while the ability of brand planning includes: strategy, management, marketing planning, and corporate culture management. This gap is clear at a glance, how long it takes to learn this knowledge, and it takes different time for everyone to learn differently. If you want to improve yourself, you have to work harder. Question 3: What should be paid attention to in planning? What thinking tools and analysis tools can be used (including models and various websites and apps)? Different planning purposes, pay attention to the realization is not the same, this needs to be determined according to the situation, compared with other offline activities, we must pay attention to personnel safety, fire safety, etc., online activities must ensure that the activities should be true, fair and so on. There are many planning tools, such as marketing planning model, 4P,4C,4I theory, 3C model, SWOT analysis method, etc. Learning websites include: Meihua. com, everyone is a product manager, copywriter dog, advertising door, etc. Question 4: Are there any books you can recommend? Event Planning, Brand Management, McKinsey Problem Solving, Super Copywriting. . . Question 5: What kind of materials should we pay attention to when planning? 1. Excellent copywriting 2. Excellent cases 3. Pay more attention to hot spots 4. Read industry reports 6. Read more articles on planning. . . . . . . . In a word, just look, listen and think ~