Speaking of positioning, it seems familiar, such as market positioning, product positioning and so on, but what is brand positioning? Settings? What? Bit? What are the relations and differences among brand positioning, market positioning and product positioning? There are many ways of brand positioning. Here are several different ways of brand positioning.
1. Mining from the characteristics of the product itself
There are many product factors, such as raw materials, functions, efficacy, color, taste, quality, technology, origin, history and many other factors.
For example, the shampoo brand on the market now, shampoo itself is a product with both sensibility and rationality, but it is more inclined to sensibility. At present, there are many kinds of products on the market, such as Rejoice, Head & Shoulders, Pan Ting, Lux, Celebrity and Oni. Each product has its own brand positioning and is basically product-oriented.
When brand positioning is guided by product characteristics, we should pay attention to the relationship between product characteristics and brand, not only to make brand positioning related to product characteristics, but also to make brand positioning different. Like Procter & Gamble? Head and shoulders Everyone knows its brand positioning? Get rid of dandruff and make you more free and cool? Recently, Yang Sen of Xi produced a shampoo? Pick music? What are the characteristics of its products? Dandruff removal? However, when making a brand, highlight the characteristics of your own company? Is it attractive for pharmaceutical enterprises to highlight their professionalism and excellent quality? Pick music and dandruff, aiming at the root cause? Position yourself as an expert and give consumers a professional temperament and image, which is different from? Head and shoulders Brand positioning has been different, thus avoiding the relationship with? Head and shoulders Head-on competition. Dabao's earliest product is SOD honey, which is aimed at the working-class market. The demand of the working class is economical, so Dabao's products have unique product characteristics? It absorbs very quickly and is suitable for ordinary people. Firmly occupied the working-class market. Cosmetics market is characterized by low cost, low entry threshold, and it is difficult to survive without product and brand concept.
What kind of results can it bring to you? What are the direct benefits of this brand? Very specific.
2. Extract from enterprise resources
Such as enterprise background, leading figures, social contribution, capital integration, strategic development perspective, marketing strategy and so on.
For example, when Haier just launched its own mobile phone, they hoped to reflect the positioning of Haier's international brand, and then found many companies to help him create ideas. Finally, they made such a request. Listen to the world and conquer it! ? Because the quality of the mobile phone itself is not big, the key is to give consumers a feeling. Haier's mobile phone is aimed at a large number of young people who are struggling in the city. These people are full of pride and hope to make their own sky. Advocated by Yangshengtang Enterprise? Healthy culture? Deep feelings? There is no reward for the kindness of parenting? , is the penetration of corporate culture in the brand.
3. Time comparison positioning
Competition-oriented brand positioning is actually to highlight the differences of brands, which are generally divided into two types: one is to take one's own products as competitors; Second, take competing products as competitors. The second way here is easier to understand, but first, does anyone take their own products as competitors?
When some enterprises introduce new products, the functions and characteristics of the products themselves have not changed much, but they have given new concepts to products and brands, thus arousing consumers' desire to buy. Because there are many competitive brands in every product now, it is difficult for consumers to form loyalty to a certain product. When they see new products and novel advertisements and promotions from other companies, they will try new products. Therefore, it is a challenge for enterprises, especially those that produce daily consumer goods. How to adapt to the changing consumer psychology is very important. One of the best ways is to introduce new products constantly, giving consumers a brand-new feeling. These new products may not be greatly improved in function, but the new products and brand concepts will.
For example, Wahaha launched for Yangshengtang farmers' orchards? High calcium juice? As soon as Yangshengtang launched a high-concentration juice containing three kinds of fruits, Wahaha immediately launched a similar product containing four kinds of fruits, which is a typical comparative positioning. We see the Birang generation and the second generation. It says that the decontamination ability of the second generation is significantly higher than that of the first generation. In fact, there is little difference between the two products, but it gives the second generation a new concept and gives you a very good feeling. In fact, manufacturers have grasped consumers' demand for novelty and change, and constantly created products and brand concepts to attract consumers. This is the essence of taking one's own products as a competitive orientation.
4. Emotional (sensory) orientation
There are also many emotional and psychological orientations, and many bands and ties use emotional orientation to shape brand concepts.
In addition, when making emotional positioning, we must consider the emotional communication between brands and consumers, that is, let products and brands have contact with consumers. Like what? As soon as Remy Martin leaves, good things will come naturally? . If there is a happy event, of course it is very cola! Classic example? Diamonds last forever, and one lasts forever? .
5. Level positioning
Famous case of real estate? Give you a five-star home? It is a typical hierarchical positioning. Now consumers want to keep up with after-sales service when they buy home appliances. This is the interest of consumers. In order to reflect its brand image, Haier launched its own service hotline, actively communicated with customers, solved problems, and vigorously publicized its own quality service, gradually creating a? Always sincere? Brand image. In fact, the services of home appliances are similar. Why did Haier build it? Five-star quality service? His brand image is mainly because he first saw the interests of consumers, so he took the lead in setting an example and firmly established his own image in the hearts of consumers. For example, in clothing, men like to wear famous brands, and women like to follow the fashion. Men want to be able to express themselves, but this ego doesn't absolutely say to wear famous brands. Maybe you just need leisure and comfort. It's all cotton-padded jacket. The comfort of famous brands and non-famous brands is the same, but the difference is the psychological feeling of the wearer. So, what the brand should solve is those who pursue taste and? Vanity? People's needs can not be solved by the interests of products, but must rely on the brand concept. For example, crocodiles are successful men around 40 years old abroad, so wearing crocodiles represents a kind of maturity, stability and success, and is a performance of pursuing taste and embodying identity. The brand positioning here is value-oriented.
6. Scenario simulation positioning
For example, holding hands with fruit juice, wonderful love with little foreigners, and? Crystal Alliance? Jelly is represented by a real couple scene, which allows consumers to be there. This kind of simulation has a great influence on consumers, such as the newly launched Binglinghua dairy industry in Beijing? On time? Fruit milkshake products are also from Hong Kong and Taiwan? On time? Culture as the starting point, show? On time? The clever case representative at the scene is just right! Passion-oriented positioning must also be differentiated. Take Coca-Cola and Pepsi-Cola as examples. Coca-Cola has many kinds of advertisements, but they all insist on dynamic, passionate and energetic. He doesn't take the star route, but Pepsi's strategy is different. It pays more attention to finding its own image spokesperson, besides reflection? Full of energy and passion? In addition, there are fashion and music, such as inviting singers such as Aaron Kwok and Faye Wong to sponsor music programs. It can be seen from here that even if they are all passion-oriented positioning, they should also reflect differences, and the imitation of the scene plays a great role in creating popularity.
7. Habitual behavior orientation
On the premise of the specific application and effect of the product in life, carry out target infiltration, such as keeping in good health, eating flowers, looking in the mirror every day, eating something and squinting; ? Old man's head football, Beijing ultramicro calcium? The flowering of Yangshengtang has decreased? Is losing weight a life attitude? Wait a minute.
The above views are for reference only. The key to positioning is to identify differentiated elements, which has great recognition function. At the same time, we should keep up with the psychology of consumers. Only positioning along the psychological curve of consumers is a method with market value and lethality.
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