Brand is a complex symbol, which is the intangible sum of brand attributes, name, packaging, price, historical reputation and advertising methods. Brand competition is the highest level of enterprise competition. To be bigger and stronger, enterprises must formulate brand strategy. Brand positioning is the core strategy of brand strategy. The four common positioning methods of brand positioning are as follows:

1. product feature-oriented positioning

Taking product characteristics as the guide is to combine a distinctive feature of the brand and the product. When people see this brand, they will think of a certain feature of the product. The more successful brand positioning in China is the white plus black cold medicine in cold medicine. Traditional cold medicine is characterized by good curative effect and quick response. However, Bai Jia Hei broke this tradition, eating white films during the day and sleeping in black leather at night, which solved the problem of office workers worrying about dozing off at work and won the favor of countless people, thus establishing their own position.

2. Positioning for competition

This positioning method mainly considers the competitors of the current brand, the saturation of the brand in the current market, the influence of the brand on people, comprehensive consideration and other factors, and analyzes the situation of competitors to determine the advantages and disadvantages of competitors' brands, and highlights the advantages of their own brands according to their own shortcomings. This is a positioning method of stepping on the opponent's short board.

3. Target market positioning

The target market-oriented positioning method is to establish the consumer groups targeted by their own brands, analyze their consumption habits, consumption requirements, consumption patterns and life attitudes, and position their own products and high-end products of high-consumption groups, so it is necessary to consider the general consumption habits and lifestyle attitudes of high-consumption groups. Rolls-Royce, for example, is the perfect executor of this positioning method. Everyone knows that Rolls-Royce cars are synonymous with nobility and high-end, and its products are always aimed at high-end consumers and people with social status among high-end consumers. According to their consumption habits and life attitudes, their series of cars are produced in limited quantities, pursuing perfection in details, and giving consumers a noble and perfect feeling.

4. Emotional orientation

Emotional positioning is a common way of positioning, commonly known as playing emotional cards. For example, Yida chewing gum, its emotional card is to care for teeth. There is also Confucian family wine, which makes people homesick and expresses people's desire for family reunion. These are all successful emotion-oriented positioning methods, and one of the greatest benefits of emotional positioning method is persistence, and people's emotional products will last for a long time.

The competition of modern enterprises is essentially the competition of brands, and the success of brands depends largely on their positioning. Therefore, brand positioning is the most important link in brand competition. Enterprises must attach importance to brand positioning and put it in the first place of brand strategy.