Establishment And Dissemination Of Brand Positioning

< p > < strong > (1) < a href= "http:// www.91se91.com/news/index_c.asp" > brand positioning < /a > establishment < /strong > /p >

< p > first, various positioning points should be listed according to the potential development path of brand positioning, and the optimization of these positioning points should be made.

Abandon the unreasonable plan and retain the feasible plan.

Then, these feasible schemes are strictly screened to establish the final brand positioning.

The proposition of brand positioning should be recorded in accurate and concise words.

For example, the American Miller beers stated that: "authentic American Standard beer is good and quite refreshing. The target is men aged 18 to 24, drinkers of standard beer, especially those who care about personal external performance."

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< p > < strong > (two) the communication of brand positioning is less than /strong > /p >

< p > brand positioning is the beginning, not the end.

When brand positioning is established, it must be effectively and uniformly disseminate.

Communication is not creation, but expression.

Communication is the basic mechanism of brand positioning and the booster of brand development and growth.

Positioning provides the precondition and requirement for communication.

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< p > > a href= "http:// www.91se91.com/news/index_c.asp" > brand communication < /a > we should fully express the brand positioning and let the target consumers understand, understand and accept this orientation, so as to resonate with the consumers' mind.

Brand communication includes public relations, advertising, packaging, pricing, marketing channels and so on. The most important part is advertising.

Through the combination of graphic and text, the advertisement displays the brand positioning in three dimensions. It is the most powerful way of brand positioning.

Brand positioning, through integrated communication, will continuously pmit relevant information to target consumers, thereby enhancing brand "three degree" and enhancing brand image.

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< p > < strong > (three) the formation of brand positioning is < /strong > < /p >.

< p > there is only one truly powerful positioning - consumer positioning.

The purpose of brand positioning is to occupy a unique and valuable position in the minds of consumers.

Therefore, whether the positioning is successful, only the consumers have the absolute right to speak.

Consumer positioning depends on its recognition and acceptance of brand appeal, depending on customer perception.

The greater the customer perception, the higher the loyalty to the brand.

The higher the loyalty is, the more stable the brand positioning is.

Successful brand always firmly grasps customers, continuously strengthens the relationship with customers, guides them to recognize brand, and continuously creates customer perceived value.

The establishment of brand image and the enhancement of enterprise competitiveness are the result of brand positioning.

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< p > (1) recognition of brand positioning < a href= "http:// www.91se91.com/news/index_c.asp" > innovation < /a > is an important part of brand development, and attaches great importance to brand positioning innovation.

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< p > (2) to analyze the breakthrough point of the original brand building and what factors related to the brand have changed.

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< p > (3) can not talk on paper, conduct market research, understand whether the loyalty of consumers has changed, and analyze the situation of competitors.

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< p > (4) don't give up a product too early or give up a target market too soon.

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< p > (5) we should always pay attention to our quality and image, consider whether we need to innovate, and whether we should strengthen the brand image.

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< p > (6) try to maintain a certain media exposure rate. Do not cut investment or reduce exposure when poor performance or bad timing.

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< p > (7) maintain the characteristics of the product.

The characteristics of products are important factors that distinguish them from competitors, and are also powerful weapons to attract consumers.

Innovation should not erase product characteristics, but highlight product characteristics.

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< p > (8) the distribution channel of products and services will change with the new positioning strategy. If the problem is not considered or solved improperly, the whole positioning innovation plan will be frustrated.

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< p > (9) keep firmly in mind the basic principles of brand positioning Innovation: for new positioning, either add new value to the connotation of the brand, or change the original target consumer group.

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