Brand positioning is the core and concentrated embodiment of market positioning. Once an enterprise has selected the target market, it must design and shape its own corresponding products, brands and corporate image in order to win the recognition of the target consumers. Because the ultimate goal of market positioning is to achieve product sales, and brand is the basis for enterprises to spread product-related information, brand is the main basis for consumers to buy products, brand has become a bridge between products and consumers, and brand positioning has become the core and concentrated embodiment of market positioning.

Brand positioning planning, different industries, positioning may be different. But the purpose is the same, for sustained growth and stable sales performance. Brand positioning can be based on the following points:

1. business model mining-case: the optician process was grafted into the underwear industry and positioned as "customized" underwear. Five steps in glasses sales (inquiry-eye health examination-optometry-pupil distance measurement and fitting-glasses fitting and guidance). Put the sales process of "glasses" on underwear (inquiry-chest palpation-instrument inspection-chest symmetry measurement-fitting-guidance). For a detailed article on the case, please see the article "Marketing Model of Underwear with a Single Store of over 10 million yuan".

2. Product function mining-Case: Ru Yan, positioned as "temporarily replacing cigarettes" (many consulting companies mistakenly think of quitting smoking). Tobacco promotion is not a cigarette, it can be smoked in public, and it tastes the same as traditional cigarettes.

3. Opponents take advantage of the situation-case: hakka yellow rice wine positioned "South Flower Carving". Hakka yellow rice wine, with the same ancestry as the flower carving, has the reputation of Shaoxing flower carving, which is divided into north and south flower carving, with Shaoxing as the eldest, followed by Guangdong Hakka.

4. Excavate the origin of products-case: positioning Mengniu as the "milk capital". Let Inner Mongolia become the center of dairy products in China first, and consumers will naturally think that dairy products produced in Inner Mongolia are the best. Mengniu will be introduced from Inner Mongolia, and the first bright spot will soon be left behind.

5. Excavate the ingredients of raw materials-Case: If Orange Magic locates "harmless laxative" tea, directly compare the ingredients with Besunyen, the publicity is three-point, and now the listed companies are orange magic. It's a pity that the orange demon didn't publicize it like this.

6. Mining-Case: Wang Laoji's "Fire-proof Beverage". Pure herbal tea can only be confined to Guangdong, and drinks can be sold all over the world.

7. Digging out the background-case: Tibetan secret fumigation "Tibetan secret" positioning, although it is a Guangdong company, but from the brand story and fumigation origin, it has recruited 5,000 chain stores in three years.

The planning principle of brand positioning, the planning of brand positioning is actually not very difficult, and it can be well completed in three steps.

First, tap brand resources-look at what resources your brand has, and stand from the perspective of a third party.

Second, determine the core of the brand-find a point with the most opportunity, and then make a choice. Take the core and give up all the cores, but you have to bear some pressure.

Third, infinitely enlarge the core-persistence, perseverance and concentration. Put people and property at the core and enlarge it infinitely. Infinite amplification is not out of nothing, but like boxing, you can hit your opponent with one punch.