How To Rapidly Improve The Brand Status Of Clothing

Current China

The variables are huge, and they can be divided into different levels, such as the first line market, the two or three line market and so on.

In the process of brand marketing, enterprises should make full use of market resources and give full play to their brand advantages according to their actual conditions.

Especially in the process of brand positioning, it is particularly important to find a "point" suitable for brand survival.

Going upstairs is a good way to brand positioning.

Essence of going upstairs

In brand

In the process, enterprises can take different brand marketing strategies according to their actual situation, such as follow up strategy, difference strategy, diversification strategy and so on.

Then, how can we find a core brand positioning method to achieve rapid results?

The essence of the brand positioning is that any product or brand is not isolated in the process of marketing. It has its own living space and the existence space of the competitive brand.

Therefore, both the new product and the mature brand can find a mature concept or resource that can be maximized for all of them in the market. Then we can go beyond or extend it on the basis of this resource (remember, not simply follow up), so that our brand can quickly stand out on the basis of mature concept and win the brand positioning.

This kind of positioning method is to climb the floor, that is, to borrow the best ladder to quickly stand out.

There are many examples of using the "landing method" to brand positioning.

The handheld computer business link was not promoted smoothly when it was just launched.

According to the analysis of the market resources at that time, the biggest difficulty in the promotion of PDA is its positioning problem, that is, what is the palm computer? What is the greatest benefit that it can bring to consumers? This problem must be clearly stated, otherwise it will be difficult to give consumers a reason to consume.

What is the "palm computer" exactly becomes a bottleneck for its rapid development.

As a result, the business has pointed out the location of "mobile phones, pagers, and business connections", which cleverly connects the business links with the two mature resources, mobile phones and pagers, so that consumers can understand the brand position of the business at once.

The mobile phone and pager of these two mature resources have achieved the success of brand positioning.

In the face of fierce competition in the fruit juice market, in the face of the pressure from Orangeate and many famous brands of Kangshifu, Yang Sheng Tang launched the "farmer orchard" fruit juice drink, with the difference of "three kinds of fruit mixed juice", and at the same time, "shaking" as a "thick" point, which attracted consumers' attention and formed a "mixed juice" market resources.

What is unexpected is that Wahaha followed closely. On the basis of three kinds of fruit, it launched the "four kinds of fruit plus calcium" high calcium fruit C, so the farmer orchard was so taken by Wahaha as "ladder" and was put upstairs by borrowed ladder.

Make good use of two "ladder"

The idea of going upstairs is that the existing ladder should not be used without white, but it is not used in any way. The cake that is not eaten is not eaten without food, and it is eaten without food. The key is that you will not use it, dare not use it, eat it or not.

It is not difficult to locate the brand by using the way of landing. The key point is whether we can find the resources that can be used and carry out overload and extension on this basis.

At the same time, in the use of mature resources, we can start from the following two aspects to achieve the success of brand positioning.

Borrow "ladder" that consumers know well.

Educating consumers is always a trouble. It not only lets you spend a lot of money, but also hides huge risks.

After all, it is much more difficult for them to accept a new thing than to receive it.

Therefore, whether the new product or the old product, when carrying out the brand positioning, it is best to stand on the ladder that consumers are most familiar with to illustrate the interests of the brand, so as to save time, labor and effectiveness.

Ting Mei launched the core technology of the warm underwear of Zhongke heating card is the "super long fine denier filament", its biggest advantage is 21% warmer than that of the same products, but consumers are not clear about what the "super long fine denier filament" is, it is a very strange ladder, if the propaganda is strong, the risk is huge and the cost is very high.

Therefore, Ting Mei positioned the "polypropene super long fine denier silk" as a "warm card". Consumers suddenly realized that warm underwear with warmer cards was warmer, eliminating the cognitive barrier of consumers at once.

In China's market, it is better to compete with competitors for terminal consumers than to open up markets.

It is also an effective way to skillfully use the ladder that is well known and accepted by competitive brands.

Under normal circumstances, we believe that there is an inherent yardstick in the minds of consumers. This yardstick affects consumer behavior to a certain extent.

Some of these rulers are formed consciously, sometimes by advertising.

If we can strengthen and extend this ruler, we can not only satisfy consumers' new and old psychology, but also enable consumers to accept the new brand in a logical way.

The Wahaha mentioned earlier introduced four kinds of fruit to the farmers' orchards, plus calcium high calcium fruit C, which is the application of this method.

Of course, Wahaha, on the basis of this, is less innovative, too straightforward, which makes it hard for consumers to accept.

Celebrity handheld computers are much more intelligent.

The previous article mentioned that the business master skillfully put up a well known ladder to the consumer, but what he could not think of is that business relies on a famous "cell phone, a pager, a business connection", which has been well known by the consumer. After three or four years of speculation, a "cell phone changed, the pager changed, the palm computer also changed."

Celebrity handheld computers were quickly familiared with consumers and achieved good sales results.