What are the methods of brand positioning?

What are the methods of brand positioning?

Positioning methods

First, than the positioning method

Than the positioning is to attach to the famous brand, compared to the famous brand to their own product positioning, hoping to take advantage of the light of the well-known brand to enhance the image of the brand. Comparison with the positioning is usually used in the following three ways to implement:

1, "secondism", that is, to clearly recognize the market of the first brand, they are only the second. This strategy will enable people to produce a modest and sincere impression of the company, believe that the company said is true and reliable, so that it is easier for consumers to remember this usually difficult to enter the mind of the people in the order of position. The most famous example of secondism is the positioning of the American Avis Taxi Company, "We are second, we have to work harder".

2, climbing the dragon and phoenix: first of all, the market has recognized the success of the brand, although the brand is ashamed of itself, but in a certain area or in a certain aspect of the most popular and trusted by consumers with these brands to go hand in hand, and share the limelight. This to Inner Mongolia's Ningcheng old cellar "Ningcheng old kiln - Moutai" positioning as a representative.

3, the club strategy: the company if you can not get the first position in the market and can not climb the second place, will retreat to use this strategy, hoping to take advantage of the group's reputation and fuzzy math approach, playing will be strictly limited to the club type of high-ranking group sign, emphasizing that they are a member of this high-ranking group, so as to use the club's other market-leading brand's bright image to elevate their own position! Image. This is represented by the American Chrysler Automobile Company, which is positioned as "one of the big three American automobiles". This positioning makes consumers feel that Chrysler and the first two GE, Ford are the same as the best car manufacturers.

Second, the interests of positioning

The interests of positioning is based on the product or can provide consumers with the benefits, the degree of problem solving to positioning. As consumers can remember the information is limited, often only a strong appeal to a particular interest, easy to produce a deeper impression. This is P&G's Porcupine is located in the "smooth"; Hafei Si is located in the "dandruff"; Pantene is located in the "hair care" as a representative.

Third, USP positioning

The content of the USP positioning strategy is based on the study of products and target consumers, looking for product features that best meet the needs of consumers competitors do not have the most unique part. This to the United States M & amp; M chocolate "only dissolved in the mouth, not dissolved in the hand" positioning ** Baxi purified water "27 layers of purification" is the domestic USP positioning of the classics. Another example, L'Oreal Paris: contains the French Vosges Mountains SPA mineral water, locking the water.

Fourth, the target group positioning

The positioning directly to a certain type of consumer groups as the object of appeal, highlighting the product specifically for the service of this type of consumer groups, to obtain the recognition of the target consumer groups. Combining the brand with consumers is conducive to enhancing the consumer's sense of belonging, so that it produces "this brand is tailor-made for me" feeling. For example, "A Man's World" for Goldilocks, "A Man of Marlboro" for Marlboro cigarettes, "A Man of Hathaway" for Hathaway shirts, and "Become a Whole Man" for the U.S. Military Recruiting Service. "Become a full-fledged man" orientation.

Fifth, the market gap positioning

Market gap positioning refers to the enterprise through the segmentation of the strategic market has not been valued or competitors have not yet had time to occupy the market segments, the introduction of products or services that can effectively meet the needs of this market segment. For example, Xi'an Janssen's "Cai Le dandruff special effect medicine" positioning and Coca-Cola juice brand "cooler" positioning.

Six, category positioning

The positioning is to make a clear distinction with some well-known and commonplace type of products, their brands are located in the opposite of competitors, this positioning can also be called and competitors to draw the line of positioning, which is represented by the seven hi "seven happy, non-cola".

Seven, grade positioning

According to the value of the brand in the minds of consumers can be divided into different grades of the brand, such as high-grade, mid-range and low-grade, different grades of the brand to bring consumers a different psychological feeling and emotional experience, common is the positioning strategy of luxury brands, such as Rolex's "Rolex has never changed the world, but just leave that to the people who wear it", "Rolex has never changed the world, but just leave that to the people who wear it", "Rolex has never changed the world, just leave that to the people who wear it". Rolex's "Rolex has never changed the world, but left it to the people who wear it", Vacheron Constantin's "You can easily have time, but can't easily have Vacheron Constantin", and Parker's "The president uses Parker" positioning. You are reading the article from the brand geometry

eight, quality / price positioning

that the combination of quality and price to position against the quality and price, quality and price is usually the most concerned about the elements of the consumer, and often combined with each other to consider the synthesis of the different consumers, but different consumers focus on different, such as a selection of the target market is a middle-income sensible buyers, can be positioned as a "value for money," and "value for money," can be positioned as a "value for money," and "value for money" is not the same. "Value for money" products, as opposed to "high quality and high price" or "cheap" positioning. This to Dell computer "value for money, affordable choice" and carve with "only choose the right, do not buy expensive" as a representative.

Nine, cultural positioning

Cultural connotation into the brand, the formation of cultural brand differences, this cultural positioning not only can greatly improve the brand's taste, but also can make the brand image more unique. The wine industry uses this positioning more, such as Zhujiang Yunfeng wine industry launched the "small muddy fairy" of "hard to get muddled" of the "muddled culture" and Jinlufu's "Jinlufu--Chinese People's Culture". Jinlufu --- Chinese people's blessed wine" of the "lucky culture" of the positioning.

X. Comparative Positioning

Comparative positioning refers to the objective comparison with competitors to determine their own positioning, which can also be called the positioning of the competitors crowded out. In this positioning, the enterprise seeks to change the competitor's existing image in the minds of consumers, to identify their shortcomings or weaknesses, and use their own brand for comparison, so as to establish their own position. This is represented by Tylenol's "For the millions of people who should not use aspirin, please use Tylenol".

Eleven, emotional positioning

Emotional positioning refers to the use of products directly or indirectly impact on the emotional experience of consumers and positioning, with the right emotion to evoke the deepest recognition of consumers and **** Ming, to adapt to and change the psychology of consumers. Zhejiang Na Aisi's Eagle brand laundry detergent, using the social concern about the problem of layoffs and the "...... mom, I can help you work" of the "layoff film" positioning, the true emotion caused a deep tremor in the hearts of consumers and a strong emotional experience. Consumers' deepest trembling and strong emotional ****ming, making the brand image of "NAESH" and "Eagle" more y rooted in people's hearts. Another example: the mountain leaf piano "learning piano children will not become bad", which is the most famous advertising slogan in Taiwan, it seizes the parents' mind, using the strategy of attacking the heart, do not talk about the advantages of the piano, but from the point of view of learning the piano is conducive to the child's physical and mental growth, to attract children's parents.

Twelve, the chief positioning

The chief positioning that is to emphasize that they are in the same industry or similar products in the leading position, in a particular aspect of the unique characteristics. Enterprises in the advertising campaign using "authentic", "the first", "market share first", "sales of the first The use of slogans such as "authentic", "first", "first in market share", "first in sales" and so on is the application of the chief positioning strategy. This to Budweiser's "the world's largest, most famous American beer" as the representative of the chief positioning.

Thirteen, business philosophy positioning

Business philosophy positioning is the use of their own distinctive features of the business philosophy as a brand positioning claims, reflecting the intrinsic nature of the enterprise, and with more precise text and language description. If an enterprise has a correct corporate purpose, good spirit and business philosophy, then the enterprise adopts the concept of positioning strategy is easy to set up the public feel good about the corporate image, through which to increase the value of the brand (especially the emotional value), to enhance the brand image. This is represented by TCL's business philosophy of "creating value for customers, creating opportunities for employees, and creating benefits for society". With the arrival of the era of humanism, this positioning will be more and more attention.

Fourteen, the concept of positioning

Conceptual positioning is to make the product, the brand in the minds of consumers to occupy a new position, the formation of a new concept, and even create a mindset to obtain the recognition of consumers, so that they have the desire to buy. The class of products can be previously existed, but also new product categories. This is represented by the conceptual positioning of Henderson's "cell phone, pager, and business pass" and the positioning of Jin Yuan Ship's "Wenquxing" electronic dictionary. Business has become synonymous with PDA, and Wencu Xing industry has become synonymous with electronic dictionaries.

Fifteen, self-expression positioning

Self-expression positioning refers to the performance of the brand's unique image of a unique personality, so that the brand has become a brand of consumers to express their personal values and aesthetic interests, self-expression and declare their own distinctive carrier and medium. Self-expression positioning embodies a social value, which can give consumers an aesthetic experience and happy feeling of self-expression of personality and taste of life. For example, Pepsi's "young new generation's choice", it found the market from young people, positioning itself as the new generation of cola. Levi's jeans "different cool, same pants", in the young generation, cool culture seems to be a kind of never out of date culture, grasp the cultural characteristics of this group of people to constantly change with the "cool" image of the ads appear, in order to impress those new fashion front! "The brand's ability to keep the brand fresh and productive is a key factor in its success.

Information from Hopscotch Culture

What are the methods of brand positioning

You can log in to the

FYI

website to learn more

~

What are the common methods of brand positioning?

"Father of Positioning" Trout once summarized three common methods of brand positioning, the first is to pre-empt the positioning, and strive to make their brand the first to enter the minds of consumers, to seize the first position in the market. The second is associated positioning, borrowing the strength of the first brand in a certain category to climb up, so as to achieve the purpose of climbing up the dragon and phoenix to the top. The third is to reposition for competitors, discovering their weaknesses and finding a new concept to fill the resulting gap.

What are the common methods of brand positioning? Please 3Q

Trout's positioning theory has been widely recognized and acknowledged by the global business community because of its unique utility, and many of the world's top 500 companies, as well as well-known Chinese companies, such as Gadobao, Peopeo, and other big brands have benefited from it.

Strategies, what are the strategies of brand positioning, brand positioning of the five strategies

Brand positioning decision

1, brand positioning decision-making steps

To make the right brand positioning decision, the first step is to make clear that the enterprise is relative to the competitors' potential competitive advantages, and these advantages must be able to create value for the customer; the second step is to choose a competitive advantage, choose a competitive advantage. The second step is to select the competitive advantage, select the competitive advantage of three main considerations: one is to determine the differentiated benefits worth developing the prerequisites; the second is to determine the number of differentiated benefits; the third is to determine the specific differentiated benefits.

2, brand positioning of the five strategies

(1) attribute positioning. That is, according to the main and secondary characteristics of the product positioning. For example, Disneyland can claim to be the world's largest amusement park; BMW emphasizes its effectiveness and superiority of manipulation and so on.

(2) benefit positioning. That is, according to the product for consumers to bring a special benefit positioning. For example: "anti-'Japanese' hero" resin tablets - no cataracts; Hafei silk - no dandruff.

(3) user positioning. This positioning method is to contact the product and the user, trying to let consumers produce a unique perception of the product. For example: Mrs. Oral Liquid - full of women's flavor; "water wood" - professional student brand.

(4) competitor positioning. That is, the competitors as a product test point to identify the product positioning methods. For example, the United States Avis car rental company to "we are the second, so we work harder" for the positioning and great success.

(5) quality - price positioning. Price is the monetary embodiment of the value of goods, because the buyer and seller's personal interests are closely related to the price, so there will be a different psychological response to different prices. The use of this reaction to determine the brand positioning, can often play a surprising role.

What are the principles of brand positioning?

A, whether it helps to achieve the brand objectives; B, whether it is meaningful and valuable to consumers; C, in the case of enterprises and brand resources and consumer awareness to the positioning of whether it has a clear operational advantage; D, whether it has a strong competitive.

What are the best brand positioning methods in the world?

Zhang Daokui's brand one-word positioning, thank you, take points away ~

What are the ways to find their own positioning?

First, find the direction - find the career positioning and development direction

This is the most important one to avoid blindly changing jobs. To first dig their own professional temperament, professional interests, professional ability structure and other aspects of the factors, to find their own career potential concentrated in which area, only to find the right direction to maximize the development and explore their potential. [Share]Teach you to take the road less ten advice

Second, see the industry - see the development trend of the target industry

Active, all-round understanding of the target industry status and prospects, after all, the sunrise industry is more promising, but also to give you the newcomer more opportunities. As the saying goes, "The difference is that you can't just rely on newspapers or magazines to introduce you. The ideal approach is to ask your friends who are already working in the industry to get reliable information, including the promotion system, salary status and other aspects, and more is better.

Third, self-analysis - to recognize their own strengths and weaknesses

Fourth, looking for a match - to see if they match the new industry

Seek *** between themselves and the new industry with the same point, generally speaking, knowledge and skills, customer base, the work of the three aspects of the three aspects of the one side of the *** with the same point on the same is also equal to the basis of change of career, such as originally doing sales positions, from daily necessities to do the job For example, the original sales position, from daily necessities to do medical equipment, although the industry changes, but the work content is similar, it is better to start; or, their own expertise, interest and the target industry has a certain relevance, but also the basis of the change of profession.

Fifth, to find the entrance - to find the best transition point of entry

Determined to change the industry, but also to find a point of entry, which is to determine whether you can walk steadily on the first step of the change of industry key. Finding an entry point is not an easy thing, which requires you to the new industry, the new professional knowledge and skills have enough mastery of the new industry product information has a full understanding, but also know how to use efficient, professional job search methods, the use of all the resources around. Secret real estate company "devil training" recruitment scam

Six, decisive action - decisive action

In the original field to go farther, the more difficult it is to change careers. Once determined that you must change careers, then do not hesitate, because the longer you wait, wait and see, the greater the price to pay. At this time, it is advisable to think about the problem from a different perspective, see it all as an investment, you are not changing jobs, but in a new field of investment, the first to get in the natural gains the greater.

Seventh, the courage to lie down - the adaptation period to avoid losing

The loss is not worth the loss. Change of career is different from jumping ship, jumping ship can create value for the new business in a short period of time, and people often need a period of adaptation to change jobs, and the lack of patience, did not put the mindset of many people to change jobs halfway through.

Changing careers is like choosing another tree trunk, there is a process of retreat, in the process, the reduction of income and the position of the inevitable, but as long as the direction is correct, this phenomenon is only temporary, beyond the old position and salary is only a matter of time.

What are the methods of bacterial gene localization

Gene localization place court 1, cytological map; 2, physical map; 3 Molecular hybridization.

1. The distance between genes can be measured by various methods, but the map distance does not represent the absolute length, and the same map distance represents different actual lengths in different organisms. The actual location of genes can be determined by cytogenetic methods, and the map of gene locations drawn in this way is called a cytological map, while the map drawn by general genetic methods is called a genetic map.

2. Prokaryotes The lack of natural and easily recognizable markers on the DNA molecule can be compensated for by the determination of restriction maps and partial denaturation maps.

A combination of molecular hybridization and somatic cell genetics can also be used to determine the absolute location of human genes. With somatic cell genetics, clones of human- hamster hybrid cells containing only one particular human chromosome can be obtained.

What are some of the brand positioning failures

The purpose of brand positioning is to transform a product into a brand; to do branding, you must tap into a point of interest to consumers; the brand must position itself to meet the needs of consumers; according to the specific segments of the market segmentation, to meet the specific needs of specific consumers, and so it is derived: for the category of your customer base to design a certain point of appeal. Rational or emotional performance; of course, the performance of advertising design artistic techniques and the corresponding copy is around this demand store to creative, can create more than a few alternatives Brand positioning example: For example, the cell phone market, Motorola publicity is "small, thin, light" features, while Nokia claims that its "In the automobile market, Volvo emphasizes its "safety and durability", Fiat says "energetic", and Bentley declares "Noble, king, illustrious, supreme", Squire said "flying technology", BMW is fond of its "driving fun" Coca-Cola and Pepsi are the undisputed top brands in the beverage market, and their popularity in the minds of consumers is very high. Coca-Cola and Pepsi are the undisputed top brands in the beverage market, and their position in the hearts of consumers is unshakeable. Many new brands have attacked the market countless times, but all have ended in failure. However, Seven-Up has become an alternative to Coke with its "non-Coke" positioning. Your question, the information is incomplete, it is difficult to get started, :)