在今天，似乎关注内心世界的、关于生活方式的，才能与现代人产生丰富而有内涵的共bai鸣。所以，越来越多的品牌营销策划正以生活方式之名揽住我们的视线。谈到品牌的演进史，可以分为四个阶段：

阶段一：顺时而为，自发演化。在农业经济占主导的年代，商品稀缺，谈不上市场经济和商业竞争。最初的品牌是自发演化的结果。

阶段二：知名度是品牌核心。工业时代，生产力远落后于思想力，供消费者选择的品牌并不多。此时消费者：广告知名度等同于「品牌」。

阶段三：品牌觉醒。世界市场日趋发达，竞争愈加激烈。多且同质化的品牌涌现，“品牌是什么”成为首要问题。品牌经由差异化塑造。

阶段四：品牌强势占领。品类不断分化，在消费者心智中占据最有利位置，使品牌成为某个类别或某种特性的代表品牌，有利于教育消费者向品牌倒戈。当消费者产生相关需求时，便会将定位品牌作为首选，这个时期品牌即品类。

阶段五：品牌营销策划由主动转变为被动。现在的消费者已经不care品牌定位了，他们更在乎质感、文化、效果，以及是否凸显个性，品牌丧失主动权。

那么，品牌营销策划的未来走向会是怎样呢？我们可以根据过往的经验，做出以下洞察：

其一，消费在升级，消费者在升级。有句话说“市场环境转变后，消费者变得更看重品牌在价值观层面的认同。”随着经济形势发生变化、社会消费环境重组，消费者对品牌的依赖感和狂热度逐渐下降，转而追求更高层次、更抽象的需求。

其二，品牌开始被消费者定义。喜茶塑造一种文化去凝聚消费者，星巴克营造精致高阶咖啡文化让消费者为之倾倒。品牌需要以用户为中心、基于关系重构商业模式、产品研发、供应链管理、渠道和沟通方式。

其三，消费者要品牌，更要生活方式。互联网时代让品牌意识逐渐淡化，而更关注态度和观念。瞄准用户群体的生活方式特征，才能迎合他们。

具体来说，生活方式品牌是怎样的品牌？

其一，生活方式品牌需要洞察消费者。以无印良品为例，“空”和自由性成为向往，就如空容器一样容纳终极自由的思想。

其二、生活方式品牌更具有生命力。在心理上，其迎合了消费者三种心理需求：①彰显社会地位，是身份象征②表现专业能力，是职业化标签③展示价值品位，是自我象征。

其三、合作成为展现生活方式的首选。合作成为生活方式品牌的时代选择，这是认同自有文化、渴望和向往品质生活的。

总结来看，现在对于品牌营销策划而言，生活方式定位不应也不再是空头口号，而是支撑自己的生命力！

Today, it seems that only those who pay attention to the inner world and the lifestyle can have a rich and connotative resonance with modern people. Therefore, more and more brand marketing plans are grabbing our attention in the name of lifestyle. When it comes to the evolution of the brand, it can be divided into four stages:

Phase 1: Follow the time and evolve spontaneously. In the era when the agricultural economy was dominant, commodities were scarce, and market economy and commercial competition could not be mentioned. The original brand is the result of spontaneous evolution.

Stage 2: Awareness is the core of the brand. In the industrial age, productivity lags far behind ideological power, and there are not many brands for consumers to choose from. Consumers at this time: advertising awareness is equivalent to "brand".

Stage 3: Brand awakening. The world market is becoming more developed and competition is becoming more intense. With the emergence of multiple and homogeneous brands, "what is a brand" has become the primary question. The brand is shaped through differentiation.

Stage Four: Strong brand occupation. Categories continue to differentiate, occupying the most advantageous position in the minds of consumers, making the brand a representative brand of a certain category or characteristic, which is conducive to educating consumers to turn to the brand. When consumers have related needs, they will take the positioning brand as their first choice. In this period, the brand is the category.

Stage 5: Brand marketing planning changes from active to passive. Nowadays, consumers no longer care about brand positioning. They care more about texture, culture, effect, and whether it highlights individuality. Brands lose the initiative.

So, what is the future trend of brand marketing planning? We can make the following insights based on past experience:

First, consumption is upgrading and consumers are upgrading. There is a saying that "after the market environment has changed, consumers have become more concerned about brand recognition at the value level." With changes in the economic situation and the reorganization of the social consumption environment, consumers' reliance on and enthusiasm for brands has gradually declined, and instead Pursue higher-level and more abstract needs.

Second, brands are beginning to be defined by consumers. HeyTea shapes a culture to condense consumers, and Starbucks creates a sophisticated high-end coffee culture to make consumers fall in love with it. Brands need to be user-centric and restructure business models, product development, supply chain management, channels and communication methods based on relationships.

Third, consumers want a brand, but also a lifestyle. The Internet age has gradually diminished brand awareness and paid more attention to attitudes and concepts. Targeting the lifestyle characteristics of the user group can cater to them.

Specifically, what kind of brand is a lifestyle brand?

First, lifestyle brands need insight into consumers. Taking MUJI as an example, "emptiness" and freedom have become longing, and contain the thought of ultimate freedom like an empty container.

Second, lifestyle brands have more vitality. Psychologically, it caters to three psychological needs of consumers: ①showing social status, as a status symbol, ②showing professional ability, as a professional label, ③showing value and taste, as a symbol of self.

Third, cooperation has become the first choice for showing lifestyle. Cooperation has become the choice of the times for lifestyle brands, which recognizes its own culture, desire and yearning for a quality life.

In summary, for brand marketing planning, lifestyle positioning should not and no longer be empty slogans, but support one's own vitality!