Brand Positioning Principle

No rules, no rules. brand Positioning is also the same, we should follow certain principles. As for the principles of brand positioning, there are different expressions in different books. We only briefly introduce six of them.

1. Consider product characteristics

Brand is the image embodiment of the product, and the product is the material form of the brand. The close relationship between the two determines that the quality, structure, performance, style, use and other related factors of the product must be considered in brand positioning. Brand positioning should be different according to the different use value of products. When the scope of product use is large, the extension of positioning can be expanded to meet the different needs of different consumers with different positioning, such as food, beverage, etc. most of them belong to this category; when the scope of product use is narrow, the extension of positioning should not be too broad, and it should be targeted at specific goals consumption Group, many professional products belong to this category. Therefore, in brand positioning, we must consider the characteristics of the product itself.

2. Considering resource conditions

The ultimate purpose of brand positioning is to make products occupy the market and bring the best for enterprises Economics Benefits. Therefore, the brand positioning should fully consider the resource conditions of the enterprise, so as to optimize the allocation and rational use of various resources. It should not cause idle or waste of resources, nor go beyond the existing resources to pursue too high positioning, and finally fall into the passive situation of having more than enough energy. Positioning a brand as a cutting-edge product requires cutting-edge technology; positioning a high-end product requires the ability to ensure product quality; and positioning a global brand requires global operation ability and management level. Budweiser is positioned in high-end beer, becoming the "king of beer". It is the excellent product quality that makes Budweiser the only one in the world. Budweiser beer adopts advanced German beer brewing technology, which makes the product taste simple and smooth, and is loved by people all over the world. The traditional brewing technology, advanced technology and strict quality assurance system ensure the high quality of Budweiser beer. No matter in San Francisco or Beijing, Budweiser has the same fresh and unique taste. If there is no global management level, it is unthinkable to achieve this. Therefore, the brand positioning should be matched with the resources and capabilities of the enterprise. We should neither aim too high nor blindly improve ourselves, nor underestimate ourselves to waste resources.

3. Consider the target market

Only by targeting the target market, can the target market become the specific communication object, and these specific objects may only be a part of all the communication objects of the brand. Brand positioning must stand in the position of meeting the needs of consumers, with the help of various means of communication, so that the brand occupies a favorable position in the minds of consumers.

4. Consider competitors

Competitors are important factors that influence brand positioning. Considering competitors is to find a frame of reference for brand positioning. In the case of fierce market competition, almost any market segment has one or more competitors. There are fewer and fewer segments that can be monopolized, and there are almost no virgin land that has not been developed. In this case, enterprises should consider competitors when positioning their brands, so as to distinguish them from competitors, so as to create differences, highlight competitive advantages, and attack other's weaknesses with their own strengths. Otherwise, follow-up and imitation will only lose personality and the trust of consumers. No matter how good it is, it will be regarded as a "super imitation show" by consumers at most. When Pepsi first entered the market, it used the "me too" (me too) communication strategy as a challenger. The implication is that your Coca Cola is "real coke" and "me too". It is easy for consumers to have the concept of imitation. Coca Cola launched "only Coca Cola is the real Cola", which strengthens the consumers' impression of Coca Cola and shows its unshakable hegemony in the competition. It reminds consumers that only Coca Cola is the real founder, and the others are imitations, giving Pepsi a head-on blow. Kodak film is positioned for clear and natural images, while Fuji film is positioned for beautiful and bright colors. Fuji's main color is green, while Kodak is yellow. Green and yellow are very infectious colors. Fuji's green is easy to associate with mountains of emerald, green grass such as bacteria, producing a sense of relaxation; Kodak's yellow is easy to make people think of the golden warm sunshine and cheer up. Therefore, brand positioning should highlight personality, highlight the competitive advantage of differentiation, so as to create the "first position" in similar products. Only in this way can we occupy a place in the hearts of consumers.

5. Consider the cost-benefit ratio

The pursuit of economic benefit maximization is the highest goal of enterprise development, any work must obey this goal, brand positioning is no exception. The expenditure of brand positioning varies with different enterprises, products and positioning. On the whole, we should control the cost, pursue the low cost benefit, and follow the principle that the benefit is greater than the cost. The brand positioning can only make the brand positioning fail. If the dishwashing cloth is located in the high-end luxury products, it will only increase the product cost and reduce the economic benefits, because not many people are willing to pay high prices to buy the most common household daily necessities. If a small enterprise establishes a huge spare parts and management system, a call center, a team of service engineers, a dispatching and regulating center, a service quality management and supervision system, and a nationwide maintenance station, in order to provide personalized services to customers, it can only increase the operating costs greatly, not only can it not bring profits to the enterprise, but also will make the enterprise bear a heavy burden.

6. Be concise and to the point and grasp the key points

To be concise and to the point, consumers can understand the brand positioning without any effort. Because consumers don't like complexity and have no interest in memorizing a lot of brand information. It is doomed to failure if we list the brand characteristics too much. It is also an important principle of brand positioning to grasp one or two unique features and express them in a concise and clear way so that consumers can fully perceive and resonate. "Why should you invest in Piaget, which is the most expensive watch in the world", "Haier made in China", "wholehearted cygnet", "Jinlilai, the world of men". Look, how simple!

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