Five Brand Positioning Strategies

　　 Product category positioning

The product is linked to a specific product type to establish. brand Lenovo, this method is called product category positioning. One way to locate product categories is to tell consumers that they belong to a certain category of products, such as the Pacific Ocean World as an "educational institution"; the other way is to define themselves as products that compete with competitors or are significantly different from competitors, such as the "seven Cola" beverage.

　 Senior club positioning

That is to say, it is a member of a small group with good reputation. When the brand can not have the industry's first and some valuable unique attributes, it is a good strategy to categorized itself into this "senior club". TCL electronics hit "one of the three famous brands of domestic TV", and suddenly squeezed into the eyes of consumers. The Chrysler Corporation announced that it was one of the "three largest auto companies" in the United States, making consumers feel that they were famous cars with the strength of the top two, thus narrowing the distance between the three major automobile companies.

　　 function Location

The essence of functional positioning is to highlight the effectiveness of products, and generally highlight the special effects and good qualities of products. Product function is the core part of the whole product. In fact, the reason why the product is accepted by consumers is mainly because it has certain functions, which can bring some benefits to consumers and satisfy consumers' needs in certain aspects. If the product has a distinctive function, then the product brand has obvious difference advantages. For example, Honda saves fuel. Volvo Safety, BMW operation has advantages; rejoice makes the hair smooth and supple, pan stop can provide nutrition for the hair, Head and Shoulders dandruff is outstanding. The Red Bull (RedBull) from Thailand put forward "tired and sleepy drink Red Bull", emphasizing its function is to quickly replenish energy and eliminate fatigue.

Appearance positioning

Product appearance is the external characteristics of products, and is one of the basic attributes of products. It will give consumers the first impression, and the first impression is often an important basis for consumers to accept or reject products. If you choose the appearance of the product as the basis of brand positioning, it will make the brand more fresh. For example, the white and black cold medicine divides the products into two colors, white and black, and changes the way of taking traditional cold medicine. These two new forms themselves are a positioning strategy for the product, while the white and black names also express the brand's formal characteristics and appeal points.

　 Interest orientation

Customers buy products because they meet certain needs and bring some benefits. The interest orientation is to link some functional characteristics of the product with the customers' concerns, and promise the customers the interests, so as to highlight the brand personality and achieve the goal of success. For example, "Colgate has no tooth decay"; "protect your throat, please use golden throat larynx". Motorola and NOKIA are both well-known brands in the mobile phone market, but they emphasize different interests. Motorola emphasizes "small, thin and light", while NOKIA promotes "no radiation and strong signal".

When making use of interests, the choice of interests can be one or two or more than two. For example, Libbey Inc UmBongo brand positioning is "for mothers to bring health, create fun for children". Because consumers do not like complexity, their memory of information is limited, so generally speaking, the interest point is single.