Marketing, "Positioning" is a topic that can never be circumvented. From product to brand to market, today's brand has been firmly linked with "positioning". that 么 What exactly is brand positioning What about ？
What is brand positioning?
Before brand positioning, we need to clarify what is brand positioning? In fact, brand positioning is mainly aimed at making competitive differentiation at the brand level. Accurate brand positioning can make the brand stand out from many competing products, like a beacon, attracting consumers to automatically gather, pay attention and generate cognitive preferences. Many enterprises will do a good job of positioning the brand in advance before marketing, and build a unique brand for the target market Of Cognitive association, also A series of Of Means to strengthen the formation of this cognition, thereby reducing the cost of brand promotion and user memory costs.
Another point is to form a clear differentiated cognition with competing products to help users understand the meaning of the brand. Brand positioning generally integrates several attributes: ① Unique product attributes; ② Relative market price; ③ Specific consumer groups; ④ Differentiated brand awareness.
The brand creates an indelible and distinctive brand image in the user's heart through the mutual correlation of these attributes, thus generating brand competitiveness.
How to do brand positioning?
1. Self awareness. When positioning a brand, it needs to clarify its value to users. The simplest thinking is: Who am I? For whom? Yes? Provide services? In this way, we can build a relatively complete outline for the brand and help users understand the brand.
2. Market audience. Think about the target user group of the brand: who is the core target audience of the brand's business? Who is the brand's non business core target audience? What are their needs? how Impress them? Because different user groups have different internal needs yes Market audience Conduct analysis ， Just Can find a reasonable way to promote it.
3. Competitive brands. Knowing oneself and the enemy is invincible in every battle Positioning the brand At the same time, we need to go analysis Competitive brands in the market. Their core selling point What is it? What are the characteristics ? What are our selling points? How to create differentiated selling points? Each brand has a higher understanding of its own advantages than others, so when competing with competing products, the brand creates obvious differentiation characteristics with competing products, sure Better open the market and overtake at corners.
