Good brand positioning is the premise of successful brand management, and enterprises play a navigation role in occupying and expanding the market. If we can't effectively position the brand to establish a unique brand personality and image that consumers can identify with, it will inevitably drown the products in many commodities with the same product quality, performance and service.
Brand positioning is the objective basis of brand communication, and brand communication depends on brand positioning. Without the preliminary design of the overall brand image (brand positioning), brand communication will inevitably follow blindly and lack consistency.
In short, it is the direct result and purpose of brand management to leave the overall brand image determined by brand positioning in consumers' hearts through the integrated application of various brand operation modes. If there is no correct brand positioning, no matter how high the quality and performance of its products are, no matter how strong its promotion is, it will not succeed.
Positioning principle
First, the brand positioning of the enterprise itself cannot be changed.
For a company, brand positioning is the core, and it must not be easily changed because of the influence of the external environment. Many enterprises have made fatal positioning adjustments in extraordinary times. At any time, the atmosphere and religious trust created by the brand are important prerequisites for consumers to buy a brand product. The change of orientation means that consumers' consumption cognition and trust will change the brand image.
Second, you can't touch the price war when positioning the brand.
The most typical behavior is to deal with competition through frequent price reduction. Many times, price reduction is a lot of people's cognition of their brand positioning, which makes consumers lose interest in the brand itself. In order to stimulate consumption and make their products look better, many businesses will choose to sell at reduced prices or carry out greater profit-making activities.
In essence, this is a very stupid behavior. The economic crisis is not a lifetime, after all, it is only a cycle. Maybe these two years will really affect the sales performance of enterprises, but it is not the end of the world, but your life is hard. You know, other enterprises are as hard as you, and this is not a problem of a certain enterprise. Also, consumers will not buy it if they want to restore the original price by raising the price after reducing the brand awareness.
Third, deep channels.
The strategic role of channels for brands is very obvious, and it can even be understood that there is no brand without channels, and channels are always the key for brands to reach consumers. Looking at channels comprehensively, it mainly refers to the sales channels, coverage, distribution, location, inventory and transportation of products.
Among them, the supplier is one of the most important manifestations of this link. In the period of economic recovery, enterprises can reconsider and evaluate their suppliers, partners and distributors in this extraordinary period, sort out their channel management, and lay a good foundation for better cooperation when the economy is sunny.
Positioning method
First, the comparative positioning method
Positioning by comparison means clinging to well-known brands and positioning their own products by comparison, hoping to enhance the image of this brand with the brilliance of well-known brands. Compared with additional positioning, there are usually three ways to realize it:
1、? Second doctrine? Is to recognize a brand in the market, you are only the second. This strategy will make people feel humble and sincere about the company and believe that what the company says is true and reliable, so consumers are more likely to remember this kind of order that is usually difficult to enter people's minds. The most famous example of the second ism is Avis taxi company? We are second, so we should make further efforts? The positioning of.
2. Climbing the dragon and attaching the phoenix: First of all, we must recognize the brands that have achieved great success in the market. Although this brand is ashamed of itself, it can keep pace with these most popular and trusted brands in a certain field or aspect. Is this from Ningcheng Laojiao, Inner Mongolia? Maotai, the old kiln in Ningcheng, beyond the Great Wall? The status of the representative.
3. Club strategy: If the company can't get the first place or climb the second place in this market, it will settle for the second best, hoping to use the prestige of the group and the method of fuzzy mathematics to create a club-style high-level group brand with strict restrictions, and emphasize that it is a member of this high-level group, so as to raise its status image and compare with the glorious image of other leading brands in the club market. This is represented by Chrysler automobile company of the United States. What is his position? One of the three big cars in America? . This positioning makes consumers feel that Chrysler is a better automobile manufacturer like General Electric and Ford.
Second, interest orientation.
Interest-oriented means positioning according to the product or the benefits it can provide to consumers and the degree of problem solving. Because the information that consumers can remember is limited, they often only have a strong appeal to a certain interest, which is easy to make a deep impression. Is this based on the softness of P&G? Soft? ; Where is the positioning of Head & Shoulders? Dandruff removal? ; Pan Ting is located in? Hair care? As a representative.
Third, USP positioning.
The content of USP positioning strategy is to find the most unique part of the product characteristics that the competitors who meet the needs of consumers do not have on the basis of studying the products and target consumers. This is a merger based on the United States; M chocolate? Soluble only in the mouth, not in the hands? * * The positioning of Best Pure Water? Cleaning the 27th floor? It is a classic of USP positioning in China. Another example is L 'Oré al Paris, which contains SPA mineral water from Mount Vosges in France to lock in moisture.
Fourth, target group positioning.
This positioning is directed at a certain kind of consumer groups, highlighting that products serve this kind of consumer groups, so as to gain the recognition of the target consumer groups. Combining brands with consumers is conducive to enhancing consumers' sense of belonging? This brand is tailor-made for me? This feeling. Like Goldlion's? A man's world? Marlboro cigarettes? Marlboro man? Hathaway shirt? The man in Hathaway? , the United States conscription office? The orientation of becoming an all-rounder
Verb (abbreviation of verb) positioning of market blank point
The positioning of market blank points refers to that enterprises launch products or services that can effectively meet the needs of the market segments in the strategic market through the market segments that have not been concerned or occupied by competitors. Like Xi Ann Zhan Sen's? Pick the specific medicine for music dandruff? Positioning and Coca-Cola juice brand? Is it cool? The positioning of.
Sixth, category positioning
This positioning is to have obvious differences with some well-known and common products, and to position your own brand on the opposite side of competitors. This positioning can also be called the positioning of the dividing line with competitors, which is 7-up? 7-up, no coke? As a representative.
Seven, level positioning
According to the value of brands in consumers' minds, brands can be divided into high-end, mid-range and low-end grades. Different grades of brands bring different psychological feelings and emotional experiences to consumers. Common positioning strategies of luxury brands, such as Rolex's? Rolex has never changed the world, just left it to the people who wear it? Vacheron Constantin? You can have time easily, but you can't have Vacheron Constantin easily What about Parker's? The president used Parker. The positioning of.
Eight, quality/price positioning
In other words, quality and price are usually the factors that consumers are most concerned about, and they are often considered in combination. However, different consumers have different emphases. For example, the target market of a purchase is a middle-income rational buyer, which can be positioned as? Value for money? Products, such as and? Good quality and good price? Or? Good quality and low price? Relative positioning. This is based on a Dell computer? Value for money, affordable choice? And carved cards? Only choose the right one, not the expensive one? As a representative.
Nine. Cultural orientation
Integrating cultural connotation into brands and forming cultural brand differences can not only greatly improve brand taste, but also make brand image more unique. The wine industry uses this positioning more, such as the Pearl River Yunfeng wine industry? Little silly fairy? what's up Difficult to be confused? what's up Confused culture? What about gold? Where's Kim A man's blessing wine? what's up Good luck culture? The positioning of.
X. comparative positioning
Comparative positioning refers to the objective comparison with competitors to determine their own positioning, which can also be called the positioning of crowding out competitors. In this positioning, enterprises try to change the existing image of competitors in the eyes of consumers, find out their own shortcomings or weaknesses, and compare them with their own brands, thus establishing their own position. This is Tylenol's? For those who should never use aspirin in Qian Qian, please choose Tylenol? As a representative.
XI。 Emotional orientation
Emotional positioning refers to the use of products to directly or indirectly impact consumers' emotional experience, arouse consumers' deep recognition and * * * with appropriate emotions, and adapt and change consumers' psychological positioning. Diao brand washing powder in Nais, Zhejiang province, takes advantage of the social concern about laid-off problems? Mom, can I help you with your work? what's up Laid-off film? Positioning, true feelings reveal the deep tremor and strong emotions of consumers, which makes them? Ness? And then what? Carve cards? Our brand image is more deeply rooted in people's hearts. Another example: Shan Ye piano? Children who learn piano will not go bad? This is the most famous advertising language in Taiwan Province Province. It captures the parents' mentality and adopts the strategy of attacking the heart, not talking about the advantages of the piano. But to attract parents from the perspective that learning piano is conducive to children's physical and mental growth.
Twelve. Chief positioning
The chief positioning emphasizes that he is in a leading position in the same industry or similar products and has unique characteristics in a certain respect. Enterprises use it in advertising? Authentic? 、? A family? 、? Market share one? 、? Sales volume one? Slogans, etc., are the use of the chief positioning strategy. Is this based on Budweiser beer? The biggest and most famous American beer in the world? The main position of is representative.
Thirteen. Orientation of management philosophy
The positioning of business philosophy means that an enterprise takes its own distinctive business philosophy as its brand positioning appeal, reflects the internal essence of the enterprise and describes it with more accurate words and language. If an enterprise has the correct corporate purpose, good mental outlook and business philosophy, then it is easy for the enterprise to establish a corporate image that will make the public feel good by adopting the concept positioning strategy, so as to improve the brand value (especially emotional value) and enhance the brand image. Is this TCL's? Create value for customers, create opportunities for employees and create benefits for society? Our business philosophy is positioned as representative. With the arrival of the era of humanistic spirit, this orientation will be paid more and more attention.
Fourteen Conceptual orientation
Conceptual positioning is to make products and brands occupy a new position in consumers' minds, form a new concept, and even create a mindset to gain consumers' recognition and make consumers want to buy. Such products can be existing products or new products. Is this based on Henderson Ye Wei's business? Cell phones, pagers, business contacts? Positioning and the concept of gold dollar ship? Wenquxing? Electronic dictionaries are positioned as representatives. Commercial communication has become synonymous with PDA, and Wenquxing industry has become synonymous with electronic dictionary.
Fifteen, self-expression positioning
Self-expression positioning refers to expressing a brand's unique image, promoting its unique personality, making the brand a carrier and medium for consumers to express their personal values and aesthetic interests, expressing themselves and declaring themselves different. The orientation of self-expression embodies a kind of social value, which can give consumers an aesthetic experience and a sense of happiness to express their personality and life taste. Like Pepsi? The choice of the younger generation? It has found a market from young people and positioned itself as a new generation of cola. Levi's cowboy Different cool, same pants? In the younger generation, cool culture seems to be a culture that never goes out of date. Grasp the ever-changing cultural characteristics of this group of people. Is it cool? Advertisements like this seem to have touched those new fashions. Is it cool? Family, keep the brand fresh and lasting productivity.