Choshun: Some relationship problems in brand positioning

Choshun: Some relationship problems in brand positioning


1. Brand Positioning and Products
most enterprises have a product after the positioning, according to product quality, use, function, price and other advantages for their brand positioning: it can tell the target consumers, their products are the strongest, fastest, most durable, cheapest, use up the most fun and so on. Enterprises only choose the best advantage of products embedded in the consumer mind, positioning is meaningful. If the product is not considered to be the best product on a certain aspect, the consumer will not be impressed. Because consumers often only pay attention to the outstanding products, the follow-up, follow, imitation of products will be blind. So Mercedes told consumers that it was the best and fastest car, that Volvo told consumers it was the safest car, that BMW claimed it had the ideal engine, that it was the best driver for driving pleasure, and that Porsche claimed to be the world's best mini-car. For a long time, the characteristics of these products have been deeply rooted in the hearts of consumers.
The reason for the first product, after the positioning, which is determined by the characteristics and laws of the development of science and technology. Social development, the promotion of technological progress, with advanced technology, only good products, and then brand positioning. Of course, this does not mean that the positioning of technology development inaction. Researchers can develop technology based on brand positioning and pre-designed brand image. This may be more valuable and meaningful for brand positioning. The best choice is technology development and brand positioning combined to consider. In fact, many strong brands are doing so. One of the mistakes GM has made in the past is that it doesn't think about market positioning when it comes to designing cars, and then it doesn't have to think about positioning until the car is produced.
2. Brand positioning and brand design
Brand positioning outlines the brand's future image, so brand design must obey and serve the brand positioning, and can not be ignored more can not deviate from the brand positioning. Brand identification system, including signs, logo color, logo, logo packaging design to natural harmony, the overall characteristics and style to help performance brand positioning, enhance brand image.
Jian Bao brand logo is the first letter of its Hanyu Pinyin "J" art body composition. "J" The circle of the head like a ball, is a symbol of the ball movement; the lower half of "J" is composed of three curves, like three track and field track, is a symbol of athletics; from the whole, the form of "J" is like a gymnastics or a diver who does the position of the flexor body. All these art show the close relationship and special marriage between Lippo and sports, and also symbolize that the group is marching forward and progressing like an athlete. The design connotation and style of logo graphics strongly support the brand positioning of Jian Li Bao "Sports Health drink".
3. Brand positioning and marketing
brand positioning is to outline the brand image and brand value behavior, in order to enable consumers in the market segment to correctly understand this brand different from other brand characteristics. If the brand is a consumer perception, positioning is the process of providing the brand to consumers, the purpose is to gain a competitive advantage. Because no enterprise can and should not all directions, compete with others, but should be based on their own strengths to determine the most attractive, the enterprise may provide effective service of the market segment. Therefore, the brand positioning is the inevitable outcome of marketing development, at the same time it is also the core of marketing strategy.
as far as product strategy is concerned, modern consumers have to buy products not only to obtain and use products, but also to obtain spiritual satisfaction in the process of getting and using them. Thus, from the point of view of marketing, the connotation of the product in the modern sense has been greatly expanded-the material and non-material forms that can satisfy the consumers ' demand are the products, and the brand positioning can reflect the function interest, emotional benefit or self-expression benefit of the product, and represent the unique commitment of the product to the consumer.
as far as communication strategy is concerned, the purpose of communication is to convey information, effectively transmitting the brand information to the consumers, so that consumers can rely on and loyalty to the brand on the basis of understanding and understanding, thus strengthening the image of the brand in the eyes of consumers. The main means of communication is advertising and public relations, advertising and public relations must be based on the premise of brand positioning.
As far as distribution channels are concerned, the distribution channel is not only the channel of commodity sale, but also the place of displaying goods, so it affects the brand image to some extent. This requires enterprises in the selection of distribution channels to take full account of brand positioning, so that distribution channels can reflect the brand positioning, in order to facilitate the shape of the brand image.
as far as the pricing strategy is concerned, price is an important part of the marketing mix, and it is the most direct and effective one of its several variables, and it is also the only one by one marketing means directly related to the income of the enterprise. Price can reflect the brand positioning, it is not only a distinction between product grade important symbol, but also represents the customer from the brand purchase of the actual benefits can be obtained, so the price to consider an important factor is the brand positioning.
       1989, Haagen-Dazs was unveiled in Europe at a time when the West was in recession, while many of its strongest rivals-Unilever (Unilever), Nestle (Nestle), Mars is an endless stream of innovative products, and new advertising is overwhelming. Faced with the aggressive momentum of opponents, Haagen-Dazs after an objective and calm investigation, analysis, research, determined their own brand positioning-pleasure experience, market goals are those who focus on sensory enjoyment, pamper themselves, like romantic and enjoyable experience, rich adults. Around this positioning, the company produces high-quality ice cream products thicker, more cream, the price is 30%-50% higher than the similar products, 5-10 times higher than the ordinary products; in high-end consumer places to set up elegant chic Haagen-Dazs stores, these small shops design delicate, shop layout, decoration, lighting, color Shadow are strongly contrast " The theme of "enjoyable experience" contrasts sharply with the humble image of traditional ice cream shops. At the same time, it also puts the product into the high-class hotel, which is listed in the menu prominent position. The consistency of branding is also critical to brand creation. Haagen-Dazs product manuals, posters are also showing lovers passionate embrace of the romantic scene, the "pleasure experience" this brand appeal conveyed incisively and vividly. Because found the right brand positioning, Haagen-Dazs sales increased, in the fierce market competition occupies a place of their own.
4. Brand positioning and advertising
If the brand positioning is to outline the image, then the advertisement is to portray the image. If brand positioning is psychological strategy, then advertising is the means of psychological. On the one hand, widely told to seek to be the subject of communication between enterprises and consumers, is an important embodiment of brand personality. Brand positioning needs to rely on the powerful power of advertising and consumers have psychological resonance. On the other hand, the advertising strategy must be based on brand positioning. Advertising theme, advertising creativity, advertising performance and other elements should be closely around the brand positioning, obedience and service to the brand positioning. In particular, advertising creativity, it is the life and soul of advertising, advertising is the eye, must be closely related to brand positioning, and can not be separated from the brand positioning. If the direction of creativity and orientation are consistent, the greater the increase in creativity, the greater the hope of positioning, the higher the brand Leap energy; If the direction of creativity and orientation is inconsistent, the increase of creativity, the smaller the hope of positioning, the greater the damage to the brand.
       was founded in 1898 only than Coca-Cola late 13, its formula, color, taste and sales style are similar to delicious music, But before the Second World War, both sales and reputation were far less than Coca-Cola. The reason is that the competition is not smart enough, especially advertising is not effective, so the Coca-Cola far behind. In Coca-Cola's eyes, Pepsi has almost no hope to speak of. In the 1960s, Pepsi and Coca-Cola after a number of confrontation finally clear their own positioning, with the "New Generation of Coke" image of Coca-Cola flank attack. One by one the idea of the Coca-Cola two-male war into the climax. "Think of young consumers, Pepsi is your best choice", "Rise Up!" You are the new generation of vigorous Pepsi. " Pepsi found the market from young people, and by virtue of their own "young, lively, time" positioning Coca-Cola "old, outdated, keep up with the Times" position. Pepsi grabbed the psychological characteristics of light people, launched a series of the coolest superstar as the image of the spokesperson's advertisement, so that Pepsi's momentum. Today, the strategic landscape of beverage market share is changing quietly.
5. Brand positioning and PR
The goal of brand positioning is to establish a unique brand image, PR helps to achieve this goal. Brand image as an intangible asset, different from the product, equipment, capital and manpower, can not be purely technical, economic and administrative management methods, and must rely on public relations unique communication methods to deal with. Brand image is not determined by the organization's own subjective, but by the public recognition and evaluation. Therefore, to establish and maintain good communication with the public, to win the public Understanding, trust and support, is not only the premise and process of creating a good brand image, but also the goal and result of good image of the brand. Public relations is a kind of flexible management art, can not be quick, eager to hurry, can not rigidly adhere to the stake of a moment. Enterprises should establish a stable strategic relationship with the public through long-term and systematic efforts. Iacocca has been through a lot of public relations activities, so that the image of Chrysler out of the trough, and growing up, people have the ability to overcome the difficulty of the meal is full of confidence. Chrysler has developed very well after that, which is inseparable from Chrysler's emphasis on PR work and the importance of brand image maintenance.
6, brand positioning and product positioning
in the product homogeneity phenomenon more and more serious today, enterprises in the production of products before, it is their own products to think good buyers, products for who production, who will buy their own products. Enterprises to achieve purposeful, targeted production, through the quality, performance, style, use and other factors of the variation of novelty, the realization of product differentiation. The process of implementing this work is called product positioning. Brand positioning is not only to achieve product differentiation, it is to make use of the tangible factors that affect consumers to purchase products and their physical benefits, functional interests and emotional interests, to create a unique and valuable image, in order to occupy a favorable psychological stronghold, the formation of brand obvious competitive advantage. It can be seen that brand positioning is not the same as product positioning, the two are both different and connected. Product positioning is the support and backing of the brand positioning, leaving the product positioning, brand positioning will become "empty shell." Brand positioning is the building in the product positioning above the higher level of marketing ideas and marketing strategy.
7. Brand positioning and customer orientation
       Customer is God this is true, but not all customers are your God, your customer is your God. The so-called customer positioning is to find your own customers, customers or target market to achieve targeted. American famous brand expert Linn Apsh (Lynn B. Upshaw believes that there is only one really powerful positioning-customer orientation. His understanding of customer positioning is: First, positioning is to determine the product brand in the minds of customers and potential customers, the brand must be introduced into the consumer concept of the market, and secondly, the operators only provide the brand positioning of the proposal and program, and only the customer can become the main target, the right to accept or reject the brand proposed by the operator Again, the operator can not replace the customer positioning, the brand concept can not be imposed on customers; Finally, the operator must learn from the customer's point of view to think and plan brand positioning, the operator must be good at guiding the customer orientation toward their planning direction development. The customer orientation theory clearly expounds the position and function of the customer in the position. Only a high degree of attention to customers, customers can become brand advocates, become a valuable resource for the enterprise. Ignoring customer presence can lead to customer churn. If you lose a customer, you lose everything. Therefore, to do a good job of customer positioning, maintain and strengthen customer loyalty to the brand is the key to brand positioning.
8. Brand positioning and enterprise development
the brand represents the image and position of the enterprise, is the bridge and the link of the enterprise contact market, is the enterprise participates in the competition capital, the weapon and the Magic weapon, is the enterprise important intangible asset, but the brand operation key lies in the brand localization. The correct brand positioning is to establish a good brand image, the premise and foundation of the formation of competitiveness, the wrong brand positioning will make the value of the brand lost, the operation is blocked. Therefore, the enterprise wants to occupy the advantageous position in the market competition, obtains the maximum profit, must attach great importance to the brand localization.

Choshun: Some relationship problems in brand positioning