15 Principles of Brand positioning

In the era of high homogeneity and differentiation of products, it is necessary for the brand of the enterprise to occupy a unique and advantageous position in the consumer's mind, when the consumer demand for such products or services, the enterprise's brand can jump out in the consumer's candidate brand category.

Analogy Positioning method

Analogy positioning is to cling to brand name, comparable brand to their own product positioning, hoping to use the brilliance of well-known brands to enhance the image of the brand. Analogy positioning is typically implemented in the following three ways:

1, "Second doctrine", is to explicitly recognize the market's first brand, it is only the second. This strategy will give the company a humble and sincere impression that the company is said to be true and reliable, so it is easier for consumers to remember this is often difficult to enter the people's minds of the order. The most famous example of the second doctrine is the American Virgin Taxi Company, "We are the second, we want to make further efforts" positioning.

2, Climber: The first is to recognize the market has been Zhuo achievements of the brand, although the brand Ziverus, but in a region or in one aspect can also with these most consumers welcome and trust of the brand to keep abreast, equal. This is in Inner Mongolia's Ning Cheng Old cellar "Ning Cheng Old kiln----------Tai Mao Maotai" positioning as representative.

3, Club strategy: If the company can not get the first position in the market and can not cling to the second, then retreat to adopt this strategy, hope to use the prestige of the group and Fuzzy mathematics, play will limit the strict club-style senior group brand, emphasizing that he is a member of this senior group, In order to use the club's other market leading brands of the glorious image to elevate their status image. This is the United States Chrysler Automobile Company as the representative, he is positioned as "one of the three major U.S. cars." This positioning makes the consumer feel that Chrysler is the best car manufacturer, like the first and second GE and Ford.

Ii. orientation of interests

Interest positioning is based on the product or can provide consumers with the benefits, to solve the problem of the degree of positioning. As consumers can remember the information is limited, often only a strong appeal to a certain interest, easy to produce a deeper impression. This is the soft position of Procter and Gamble, which is located in the "dandruff", and the Pantene is positioned in the "hair care" as the representative.

Iii. USP Positioning

The USP positioning strategy is based on research on products and target consumers, looking for the most unique parts of the product characteristics that are best met by the competitors that the consumer needs. This is the United States m&m chocolate "only soluble in the mouth, insoluble in the hands of" positioning and robust pure water "27-layer purification" is a classic domestic USP positioning. For example, Paris l ' oreal: including French Vosges spa mineral water, lock water.

Iv. Target group positioning

This positioning directly to a certain type of consumer groups as the object of appeal, highlighting products specifically for such consumer groups to serve, to obtain the identity of the target consumer group. Combine the brand with the consumer, help to enhance the consumer's sense of belonging, make it "this brand is tailor-made for me" feeling. such as Jin Li's "Men's World", Marlboro Cigarettes "Marlboro Man", Hasvi shirt "men wearing HASVI", the U.S. Recruiting department's "become a whole material" positioning.

V. Positioning of the market blank

Market blank positioning refers to enterprises through the market segmentation strategy market has not been valued or competitors have not had time to occupy the market segments, the introduction can effectively meet the needs of the market segments of the product or service. Such as Xi ' an Yang Sen's "take music to go dandruff specific" positioning and Coca-Cola Company Juice brand "cool son" positioning.

Vi. category Positioning

The positioning is with some well-known and common types of products make a clear distinction between their own brand positioning in the opposite side of the competitor, this positioning can also be called the demarcation line with the competitor positioning, the seven-hi "seven-Hi, non-Cola" as the representative.

Vii. Grade Positioning

According to the value of the brand in the hearts of consumers can be divided into different grades of brands, such as high-end, mid-range and low-grade, different grades of brands to bring consumers different psychological feelings and emotional experience, common is the luxury brand positioning strategy, such as Rolex's "Rolex Never changed the world, just leave it to the people who wear it", Vacheron Denton's You can easily have time, but you can't easily have the location of Vacheron Constantin and Parker's "President of Pike". The article you are reading comes from the brand geometry

Viii. Quality/Price positioning

That is, combined with quality and price control, quality and price is usually the most important factor for consumers, and often combined to consider each other, but different consumer focus is different, such as a purchase of the target market is middle-income rational buyers, can be positioned as "value for money" products, as with "high quality price" or "inexpensive" opposite positioning. This is based on Dell computer's "value for money, affordable choice" and carving brand with "only the right, do not buy expensive" as the representative.

Ix. Cultural Orientation

Cultural connotation into the brand, the formation of cultural differences in the brand, this cultural positioning can not only greatly improve the taste of the brand, but also can make the brand image more unique. Wine industry to use this positioning more, such as the Pearl Jiang Yunfeng wine industry launched the "small confused fairy" "woolly" "confused culture" and gold six blessing of the "Golden Six blessing ——— the Chinese People's blessing wine" of "Yun culture" positioning.

X. Comparative positioning

Comparative positioning refers to the objective comparison with competitors to determine their own positioning, can also be called crowding out competitors positioning. In this position, the enterprise tries to change the competitor's existing image in the consumer's mind, finds out its shortcoming or weakness, and compares it with its own brand to establish its position. This to Tylenol "for tens of thousands of people who are not suitable to use aspirin, please choose the Connaught" as the representative.

XI. Emotional positioning

Emotional positioning refers to the use of products directly or indirectly impact the consumer's emotional experience and positioning, with appropriate feelings to arouse the consumer's innermost identity and empathy, adapt and change the psychology of consumers. Zhejiang Nice brand washing powder, the use of social concerns about the issue of Laid-off "... Mom, I can help you. "The" Laid-off film "positioning, the true feelings of the deep heart of the consumer caused by the tremor and strong emotional resonance, making the" nice "and" carving brand "brand image more deeply rooted. Another example: the "Piano children do not go bad", this is the most famous advertising language in Taiwan, it captures the mentality of parents, using the heart strategy, not to speak the advantages of piano, but from piano to help children's physical and mental growth angle, attracting children's parents.

12, the Chief positioning

Chief positioning is to emphasize that they are in the same industry or similar products in the leading position, in a certain aspect has unique characteristics. Enterprises in the advertising use of "authentic", "first", "market share First", "Sales first" and other slogans, is the use of the chief positioning strategy. This is represented by the chief positioning of Budweiser's "world's largest and most famous American beer".

13, Business philosophy positioning

Business philosophy positioning is to use their own distinctive characteristics of the business philosophy as a brand positioning appeal, reflecting the intrinsic nature of the enterprise, and the more exact words and language described. If a business has the right enterprise purpose, good mental outlook and business philosophy, then, enterprises adopt the idea of positioning strategy is easy to establish a public goodwill to the corporate image, so as to enhance the value of the brand (especially emotional value), enhance the brand image. This to Tcl "for customers to create value for employees to create opportunities for the community to create benefits" business philosophy positioning as a representative. With the advent of the humanistic spirit era, this kind of positioning will be more and more attention.

14, the concept of positioning

The concept of positioning is to make products, brands occupy a new position in the consumer mind, form a new concept, and even create a mind-set to obtain the consumer's identity, so that it produces the desire to buy. This type of product can be a pre-existing, but also a new product category. This is based on the "mobile phone, pager, business through one can not be less" concept positioning and Jin Yuan ship's "Wen Qu Star" electronic dictionary positioning as the representative. Business became synonymous with PDA, and the star industry became synonymous with electronic dictionaries.

The orientation of self-expression

Self-expression orientation refers to a kind of carrier and medium, which can express the unique image of a brand, promote the individuality, and make the brand become the consumer's expression of personal values and aesthetic interest, self-expression and declaration of their own differences. The localization of self-expression embodies a kind of social value, which can give consumers an aesthetic experience and a happy feeling of expressing their individuality and life taste. such as Pepsi's "Young Generation's Choice", it finds the market from young people, positioning itself as a new generation of cola. Levi's "Different Cool, same pants", in the younger generation, cool culture seems to be a culture that never goes out of fashion, grasping the cultural identity of this group of people with a changing "cool" ad to impress new "cool" people at the forefront of the fashion, keeping the brand fresh and enduring.

Author: Jianji