Several Strategies For Brand Positioning Of Enterprises

The aim is to create a distinctive brand personality and create a unique brand image so as to meet the needs of the target consumers.

Brand positioning is a creative activity with no fixed mode.

Because if there is a fixed mode, the difference between brands will be greatly reduced, the influence of the brand will also weaken, and the value of the brand will be greatly reduced.

According to incomplete statistics, there are ten kinds of brand positioning strategies which are common in recent years. Many of them can be used alone or combined with each other to achieve better results.

Here are some of the most common brand positioning strategies.

Chief positioning

The chief position is to pursue the market position of "the first" in the industry or in one aspect.

The position of "first" is enviable because it shows that the brand is leading the whole market.

Once the brand takes the lead, the title of "first" will result in focusing, aura, magnetic field and nuclear fission.

Xerox is the first brand of copier, IBM is much more powerful than Xerox Co, but copier produced by IBM is always unable to compete with Xerox. Kodak entered the "instant imaging" market and competed with "Polaroid", which only occupied a small market share.

The basis of chief position is that people often pay attention to the most profound psychological rules of "first" and "first".

For example, the first person to sail around the world, the first person to go to the moon, etc.

Today, with the explosion of information and the flourishing of commodity economy, brands are mostly like carp. Consumers will only remember those brands that are ranked top, especially the first brand, but have no memory of most brands.

Once the brand becomes the "first" of the industry, as long as the enterprise is good at management and continuous innovation, it can always maintain this status.

Since 1923, the ten major brands, including Coca-Cola (Coca-Cola), Colgate (Colgate), Gillette (Gillette), Goodyear (Goldyear), Hershey (Hershey) s, Kellogg (s), Kodak (Kodak), Lipton (Lipton), Manhattan (Manhattan), and nasike (except for Manhattan), have maintained the first advantage over the remaining 9.

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Of course, not all enterprises have the ability to use the chief positioning strategy. Only those large and powerful enterprises can operate.

For most enterprises, it is possible to develop competitive advantages in certain aspects of the brand and gain the position of competition.

For example, the Dial soap is the first of the Deodorant Soap, and the bosk car is the first of the small sports cars, and so on.

Two, strengthen positioning

Strengthening positioning means

In mind, we should strengthen our image.

When the enterprise can not defeat the opponent from the front, or in the competitive disadvantage, it can consciously highlight the advantages of one brand and impress the consumers, so as to win the competition.

The seven happy soda told consumers that "not coke"; YADU's constant temperature ventilator told consumers that "I am not an air conditioner"; Richardson Merrill knew that his product was not an opponent of Dristan and Kang, so he positioned his cold medicine Nyquil as "night cold medicine", telling consumers that it was a new drug that was taken in the evening, and it was successful.

Three. Specific location

Matching positioning is a way to determine its market position through comparison with competitive brands.

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Its essence is a positioning or reactive positioning.

The brand image of our competitors will be taken advantage of.

When almost all car manufacturers are seeking to design cars longer, lower and more beautiful, the tortoise truck looks small and ugly.

If we sell with traditional methods, we must try our best to cover up shortcomings and exaggerate the advantages. For example, we can make photos more beautiful to publicize the special quality advantages or other aspects of tortoise cars.

But the golden tortoise car has positioned the brand in "small", and produced an advertisement: "think Think Small".

Its positioning has been greatly successful.

The choice of reference objects is an important issue in the specific positioning.

Generally speaking, only by comparing with famous brands with high reputation, can they raise their status on the occasion.

In 1960s, the advertisement of "DDB" written by the American advertising company for Avis automobile rental company was the classic of success.

Because of the ingenious connection with the market leader brand, Avis's market share increased by 28 percentage points, which greatly opened up the distance from the industry's third ranking national company.

At present, the fierce commercial battle that relies on location often occurs between network software and hardware suppliers.

In July 19, 2001, the magazine Far EAStern Economic Review published a full page advertisement of Oracle Corp.

Oracle claims that their SAP management software is 4 times more efficient than IBM's software. "Customers are more interested in Oracle and IBM software than 10:1," which is no longer a direct competition.