Techniques For Accurate Positioning Of Clothing Brands

A clear and effective brand positioning must be properly understood and recognized by the enterprise from top to bottom, and must be linked to the development concept of the enterprise and the culture and values of the enterprise.

Positioning can start from products, but also start with consumers. It finds that consumers have desires for dissatisfaction and produce products that meet these needs according to their own resources. It is also a situation of positioning. Positioning also refers to the company's design of its own products and image, so as to identify a distinctive and valuable position in the minds of the target customers. Brand positioning is the act of delineation of brand image and value, so that consumers in the target market understand and understand the characteristics of a brand. It refers to the process and result of brand formation related to the target market. The core of brand positioning is STP, namely, Segmenting, Targeting and Positioning.

Brand positioning bears the responsibility of disseminated the core value of the brand to the target consumer, and leaves a unique position in the mind of the consumer, thus forming a distinct brand personality and image. Brand positioning can be subdivided into target consumer positioning, price positioning, product positioning, sales strategy positioning and so on. Accurate positioning requires the use of an accurate symbol or symbol system to show the core value of a brand, so that consumers can easily identify the brand that matches their needs and values in the rich similar products and brands.

(1) subdividing the market, determining the subdivision standard, subdividing the market according to the standards, and sketching out the outline of each fine molecule market.

(2) select the target market, evaluate the potential of each small molecule market, and select the target micro market according to the enterprise's own resources.

(3) brand positioning, according to the situation of the target market, determine the personalized brand image, and signal the brand positioning is the concrete manifestation of the differential marketing, which is the inevitable transfer of the seller's market to the buyer's market. Differentiation Meeting the needs of different specific markets

Thus it can be seen, brand positioning Refers to the product attributes, consumer objects, sales means and brand image The determination and division of content to find and build suitable time and space for brand survival is the foundation of any brand building plan. A company must have an in-depth, well structured brand positioning, so that those who design and implement the publicity plan will not be able to pass on contradictory and regrettable messages to consumers. Unfortunately, many garment enterprises do not have a single and common understanding of their brand positioning. Instead, their brand positioning is often erratic due to the frequent strategic publicity objectives of different products or managers.