In marketing, we know that there are four kinds of enterprises in different positions in the competitive market. They are market leaders, market challengers, market followers and market infiltrators. Obviously, different market positioning determines that they should adopt different brand strategies. As market leaders, their market share is generally around 40%. On the one hand, they want to maintain their leading position, on the other hand, they want to defend the challenger's attack, so they must pay more attention to their own brands and improve their popularity. The brand strategies they adopt mainly include: First, pay more attention to the quality of products, maintain the current advertising investment or moderately increase the advertising investment, and carry out product innovation and brand innovation. For example, while maintaining the existing shampoo products such as Pan Ting, Rejoice and Head & Shoulders, P&G also launched Runyan brand in due course and adopted transparent packaging on the outer packaging. Second, pay close attention to new brands in the market. As we all know, when Fuji entered the American market, it ignored Kodak's counterattack in the Japanese market. Kodak directly set up a factory in Japan to produce Kodak film, and used Japanese distributors for marketing, which was successful. Third, develop its own brand in depth. Brands always enter the market from big cities to small cities, but as market leaders, they are often addicted to their achievements and are unwilling to develop at the end of the in-depth sales network. These markets are often occupied by other manufacturers. Looking at the course of China household appliances enterprises, we will understand that Changhong and Haier, which are in the leading position at present, only promote their brands to the prefecture-level market, which is worthy of in-depth study. In the position of market challengers, their only goal is to continuously expand market share and strengthen brand building. Their brand strategy mainly includes: 1. Directly challenge big brands. Like "Diao" brand washing products, their slogan is: "Buy only the right ones, not the expensive ones". Because as a market leader, most brand products have higher brand added value and greater profits. Therefore, "Diao" brand made use of this brand attack strategy and achieved success. However, it is worth mentioning that this strategy is very risky, because big brands will fight back and challengers must have strong power to fight. Second, brand cooperation strategy. Take the domestic mobile phone industry as an example. Kejian, Bird and TCL are known as the "three giants of domestic mobile phones". On the one hand, they have avoided the counterattack of foreign mobile phones "Nokia", "Motorola" and "Ericsson" (because these three companies occupy nearly 60% of the market) and abandoned the domestic mobile phones of other brands (such as Shouxin and China Putian). Three, "encirclement and suppression" of small brands in the region, establish the prominent position of their own brands, but pay attention to rationality and restraint. As market followers, their goal is not only to rapidly expand their brand influence, but also to closely follow the challengers and wait for opportunities to catch up. It is worth noting that followers must keep a low profile, carefully study the brand promotion experience of excellent brands, and make long-term brand development plans. Taking Sunrise as an example, it shows that Sunrise invited Andy Lau, a Hong Kong star, as the image spokesperson of its products. China was the first to put forward the concept of iced tea, but he ignored the shaping of brand connotation and failed to improve and perfect the marketing network. Uni-President and Master Kong borrowed the name of iced tea, but Sunrise won. In the position of market infiltrators, generally, large-scale brand promotion activities are not carried out, but the brand strategy of "divide and rule" is adopted. The most obvious example is "Li Quan", which was born in Qianshan County, Anhui Province. Its main product is washing products. Its advertisement is quite distinctive, "All five packages are listed, and we will do our best". It only advertises washing powder, which is not comparable to "mystery" and "tide". Fully aware of their market position, they gave up the brand promotion activities in big cities, but focused on towns and achieved good business results.