Five basic brand positioning strategies of traditional enterprises

Product category Positioning
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Linking a product to a particular product category to create a brand association is called product class positioning. One way of positioning a product category is to tell consumers that they belong to a certain product, such as the Pacific Ocean World as an "educational institution", and the other way to define themselves as a product category that is antithetical to competitors or significantly different from competitors, such as "Non cola" beverages. The
 

 
Premium Club positioning
 
emphasizes that he is one of the small group members with a good reputation. When the brand does not have the industry first and some valuable unique attributes, it is a good location to be the "Senior Club". Tcl Electronic played "one of the three famous brands of domestic television", suddenly squeezed into the eyes of consumers; Chrysler announced that it was one of America's "Big Three auto companies", making consumers feel that Chrysler, like the first two, was a powerful, well-known sedan, narrowing the gap between the big three.
 
Feature positioning
 
The essence of positioning is to highlight the effectiveness of products, generally in highlighting the special effects of products and good quality. Product function is the core of the overall product, in fact, the product is accepted by consumers, mainly because it has a certain function, can bring some benefits to consumers, to meet the needs of consumers. If the product has a distinctive function, then the product brand is the obvious difference advantage. For example, Honda fuel-saving, Volvo Safe, BMW operation has the advantage of soft, smooth hair, pan stop can provide nutrition for hair, sea fly silk crumbs outstanding. Red Bull Bull from Thailand is "tired of drinking Red Bull", emphasizing its function is to quickly replenish energy and eliminate fatigue.
 
Appearance positioning
 
Product appearance is the external characteristics of the product, is one of the basic attributes of the product, will give consumers a first impression, and the first impression is often consumers accept or reject the important basis of the product. If you choose the appearance of the product as the basis for brand positioning, it will make the brand more fresh. such as Barker cold medicine products are divided into white, black two colors, and change the traditional cold medicine to take the way. These two new forms are itself a positioning strategy of the product, and Baiga black name also expresses the brand's form characteristics and appeal points.
 
Interest positioning
 
Customers buy products because the product meets some of its needs and benefits. Interest positioning is the product of certain features of the specialPoints and customer concerns, to the customer commitment to the interests of the demand, to highlight the brand personality, to achieve a successful positioning. For example: "Colgate, no cavities"; "Protect your voice, please choose golden throat Treasure". Motorola and Nokia are all well-known brands in the mobile phone market, but they emphasize different points of interest, Motorola stressed "small, thin, light", Nokia propaganda "no radiation, strong signal."
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The choice of the benefit point can be one, or two or more than two, using the benefit orientation. If the company Umbongo brand positioning as "for the mother to bring health, for children to create fun." Because consumers do not like complexity, their memory of information is limited, so generally speaking, the interests of a single as well.
 
From: China brand apparel network