What are the methods of brand positioning?

What are the methods of brand positioning? Positioning method

First, the comparative positioning method

Positioning by comparison means clinging to well-known brands and positioning their own products by comparison, hoping to enhance the image of this brand with the brilliance of well-known brands. Compared with additional positioning, there are usually three ways to realize it:

1, the "second doctrine" is to recognize the first brand in the market, and I am only the second. This strategy will make people feel humble and sincere about the company and believe that what the company says is true and reliable, so consumers are more likely to remember this kind of order that is usually difficult to enter people's minds. The most famous example of the second doctrine is the positioning of American Avis taxi company that "we are the second, and we should make further efforts".

2. Climbing the dragon and attaching the phoenix: First of all, we must recognize the brands that have achieved great success in the market. Although this brand is ashamed of itself, it can keep pace with these most popular and trusted brands in a certain field or aspect. This is represented by the positioning of Ningcheng Laojiao in Inner Mongolia as "Ningcheng Laojiao-Maotai outside the Great Wall".

3. Club strategy: If the company can't get the first place and climb the second place in this market, it will settle for the second best, hoping to use the prestige and fuzzy mathematics of the group to create a club-style high-level group brand with strict restrictions, emphasizing that it is a member of this high-level group, so as to raise its status image with other leading brands in the club market. This is represented by Chrysler Automobile Company of the United States, and his position is "one of the three major American automobiles". This positioning makes consumers feel that Chrysler is the best automobile manufacturer like GE and Ford.

Second, interest orientation.

Interest-oriented means positioning according to the product or the benefits it can provide to consumers and the degree of problem solving. Because the information that consumers can remember is limited, they often only have a strong appeal to a certain interest, which is easy to make a deep impression. This is based on the softness of P&G, which is "supple"; Head & Shoulders is positioned as "chip removal"; Pan Ting is positioned as the representative of "hair care".

Third, USP positioning.

The content of USP positioning strategy is to find the most unique part of the product characteristics that the competitors who meet the needs of consumers do not have on the basis of studying the products and target consumers. This is a merger based on the United States; The positioning of M chocolate "only soluble in the mouth, but insoluble in the hands" * * The "27-layer purification" of Bai's pure water is a classic positioning of USP in China. Another example is L 'Oré al Paris, which contains SPA mineral water from Mount Vosges in France to lock in moisture.

Fourth, target group positioning.

This positioning directly targets a certain kind of consumer groups, and highlights that products serve this kind of consumer groups specifically in order to gain the recognition of the target consumer groups. Combining brands with consumers will help to enhance consumers' sense of belonging and make them feel that "this brand is tailor-made for me". Such as Goldlion's Men's World, Marlboro Men with Marlboro cigarettes, Hathaway's Men in Hathaway Shirts, and Being a All-rounder by the US Conscription Bureau.

Verb (abbreviation of verb) positioning of market blank point

The positioning of market blank points refers to that enterprises launch products or services that can effectively meet the needs of the market segments in the strategic market through the market segments that have not been concerned or occupied by competitors. For example, the positioning of Xi 'an Janssen as a "music-picking and dandruff-removing medicine" and the positioning of Coca-Cola juice brand as "queer".

Sixth, category positioning

This positioning is to make a clear distinction with some well-known and common products and position your own brand on the opposite side of competitors. This positioning can also be called the positioning of drawing a clear line with competitors, represented by "7 up, no coke".

Seven, level positioning

According to the value of brands in consumers' minds, brands can be divided into high-end, mid-range and low-end grades. Different grades of brands bring different psychological and emotional experiences to consumers. Common positioning strategies of luxury brands include Rolex's "Rolex never changes the world, just leaves it to those who wear it", Vacheron Constantin's "You can easily own Vacheron Constantin" and Parker's "President uses Parker". The article you are reading comes from brand geometry.

Eight, quality/price positioning

In other words, quality and price are usually the factors that consumers are most concerned about, and they are often considered in combination. However, different consumers have different emphases. For example, the target market of a purchase is a rational buyer with middle income, so it can be positioned as a product with "value for money" compared with "high quality and good price" or "good quality and low price". This is manifested in Dell computer's "value for money, affordable choice" and "only choose the right one, not buy the expensive one" for carving.

Nine. Cultural orientation

Integrating cultural connotation into brands and forming cultural brand differences can not only greatly improve brand taste, but also make brand image more unique. This positioning is widely used in the wine industry, such as the confused culture of "Little Confused Fairy" introduced by Yunfeng Wine Industry in the Pearl River and the lucky culture of "Jinliufu-the lucky wine of China people" introduced by Jinliufu.

X. comparative positioning

Comparative positioning refers to the objective comparison with competitors to determine their own positioning, which can also be called the positioning of crowding out competitors. In this positioning, enterprises try to change the existing image of competitors in the eyes of consumers, find out their own shortcomings or weaknesses, and compare them with their own brands, thus establishing their own position. This is represented by Tylenol's "Please choose Tylenol for people who should never use aspirin in Qian Qian".

XI。 Emotional orientation

Emotional positioning refers to the use of products to directly or indirectly impact consumers' emotional experience, arouse consumers' deep recognition and * * * with appropriate emotions, and adapt and change consumers' psychological positioning. Diao brand washing powder in Naaisi, Zhejiang Province, takes advantage of the social concern about laid-off problems to locate "... Mom, I can help you with your work" as a "laid-off film". The outpouring of true feelings has aroused consumers' deep tremors and strong emotions, and made the brand image of Nais and Sculpture brand more deeply rooted in people's hearts. Another example is the slogan of Shan Ye Piano, "Children who learn piano will not go bad", which is the most famous advertising slogan in Taiwan Province Province. It captures the parents' mentality and adopts an attack strategy, instead of talking about the advantages of piano, it attracts parents from the perspective that learning piano is beneficial to children's physical and mental growth.

Twelve. Chief positioning

The chief positioning emphasizes that he is in a leading position in the same industry or similar products and has unique characteristics in a certain respect. Enterprises use slogans such as "authentic", "first", "market share first" and "sales volume first" in advertisements, which is the application of the chief positioning strategy. This shows that Budweiser's chief positioning is "the largest and most famous American beer in the world".

Thirteen. Orientation of management philosophy

The positioning of business philosophy means that an enterprise takes its own distinctive business philosophy as its brand positioning appeal, reflects the internal essence of the enterprise and describes it with more accurate words and language. If an enterprise has the correct corporate purpose, good mental outlook and business philosophy, then it is easy for the enterprise to establish a corporate image that will make the public feel good by adopting the concept positioning strategy, so as to improve the brand value (especially emotional value) and enhance the brand image. This is manifested in TCL's business philosophy of "creating value for customers, creating opportunities for employees and creating benefits for society". With the arrival of the era of humanistic spirit, this orientation will be paid more and more attention.

Fourteen Conceptual orientation

Conceptual positioning is to make products and brands occupy a new position in consumers' minds, form a new concept, and even create a mindset to gain consumers' recognition and make consumers want to buy. Such products can be existing products or new products. This is represented by the concept positioning of "no cell phone, no pager, no business communication" of Henderson Ye Wei Business Communication and the positioning of "Wenquxing" electronic dictionary of Jinyuan Ship. Commercial communication has become synonymous with PDA, and Wenquxing industry has become synonymous with electronic dictionary.

Fifteen, self-expression positioning

Self-expression positioning refers to expressing a brand's unique image, promoting its unique personality, making the brand a carrier and medium for consumers to express their personal values and aesthetic interests, expressing themselves and declaring themselves different. The orientation of self-expression embodies a kind of social value, which can give consumers an aesthetic experience and a sense of happiness to express their personality and life taste. For example, Pepsi's "the choice of the younger generation" is to find a market from young people and position itself as a new generation of cola. Cowboys in wei li are "different in coolness and the same in trousers". In the younger generation, the cool culture seems to be a culture that never goes out of date. Grasping the cultural characteristics of this group of people, the image of "cool" appears together with the ever-changing advertisements, impressing the new "cool" people at the forefront of fashion and keeping the brand fresh and lasting productivity.

The data comes from the arrangement of four cultures.

What brand positioning methods can be registered?

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What are the common methods of brand positioning? Trout, the "father of positioning", once summed up three common methods of product brand positioning. The first is the pre-emptive positioning, trying to let your brand enter the minds of consumers first and seize the first position in the market. The second is related positioning, relying on the first brand of a certain category to climb up to achieve the goal of climbing the dragon and attaching the phoenix. The third is to reposition competitors, find their weaknesses and find a new concept to fill the gap caused by this.

What are the common methods of brand positioning? Come on, 3Q trout positioning theory has been widely recognized and recognized by the global business community because of its unique practicality. Many Fortune 500 companies and well-known domestic enterprises such as Jiaduobao and Xiangpiaopiao have benefited from it.

What are the strategies for brand positioning? Five strategies for brand positioning? Brand positioning decision.

1, brand positioning decision steps

To make a correct brand positioning decision, the first step is to make clear the potential competitive advantages of enterprises relative to competitors, and these advantages must create value for customers; The second step is to choose competitive advantage, mainly considering three aspects: first, to determine the prerequisite for the development of differentiated interests; The second is to determine the number of differentiated benefits; The third is to determine specific differentiated interests.

2. Five strategies for brand positioning

(1) attribute positioning. That is, positioning according to the primary and secondary characteristics of products. For example, Disneyland can be called the largest amusement park in the world; BMW emphasizes its efficiency and control superiority.

(2) Interest orientation. That is, positioning is based on a special benefit that products bring to consumers. For example: "anti-Japanese hero" resin tablets-no cataracts; Head & Shoulders-No dandruff.

(3) user positioning. This way of positioning is to connect products with users, trying to make consumers have a unique perception of products. For example: Taitai oral liquid-full of femininity; "Shui Mu Nianhua"-the brand of professional students.

(4) Positioning of competitors. That is, take competitors as the product testing ground to determine the product positioning method. For example, Avis car rental company in the United States has achieved great success with the positioning of "we are second, so we work harder".

(5) Quality-price positioning. Price is the monetary embodiment of commodity value. Because the immediate interests of buyers and sellers are closely related to prices, they will have different psychological reactions to different prices. Using this reaction to determine brand positioning can often play an unexpected role.

What are the principles of brand positioning? A, whether it helps to achieve brand goals; B, whether it is meaningful and valuable to consumers; C, given the enterprise positioning, brand resources and consumer awareness, whether it has obvious operational advantages; D. whether the competition is fierce.

What are the best brand positioning methods in the world? Zhang Daokui's brand positioning, thank you, take the points and leave ~

What are some ways to find your own position? First, find the right direction-find the right career orientation and development direction

This is the most important thing to avoid blindly changing careers. First of all, we should explore our professional temperament, professional interest, professional ability structure and other factors to find out where our professional potential is concentrated. Only by finding the right direction can we develop and explore our potential to the maximum extent. [Share] Ten suggestions to teach you to avoid detours.

Second, see the industry clearly-see the development trend of the target industry clearly

Actively and comprehensively understand the current situation and prospects of the target industry. After all, the sunrise industry is more promising and can give you more opportunities as a newcomer. As the saying goes, interlacing is like a mountain, and you can't just rely on newspapers and magazines to introduce it. In order to obtain reliable information, it is ideal to ask friends who have already worked in this industry, including promotion system, salary status and so on. The more, the better.

Third, analyze yourself-recognize your strengths and weaknesses.

Fourth, find a match-see if you match the new industry.

Seek the * * * similarity between yourself and your new industry. Generally speaking, on the one hand, there are * * * similarities in knowledge and skills, customer base and work content, which means that you have the basis for changing careers. For example, you used to be a sales position, so you switched from daily necessities to medical devices. Although the industry has changed, but the work content is similar, it is easier to get started; In other words, your expertise and interests are related to the target industry, which is also the basis for career change.

Verb (abbreviation of verb) to find the entrance-to find the best entry point for transformation

After you decide to change careers, you need to find a breakthrough point, which is the key to determine whether you can take the first step of changing careers steadily. Finding the right starting point is not an easy task, which requires you to have enough knowledge and skills in new industries and new majors, fully understand the product information of new industries, know how to use efficient and professional job hunting methods, and make use of all resources around you. Revealing the recruitment scam of real estate company "devil training"

The intransitive verb acts decisively-takes immediate action.

The farther you go in the original field, the harder it is to change careers. Once you decide that you must change careers, don't hesitate, because the longer you wait and see, the greater the price you will pay. At this time, I suggest that you can think about the problem from another angle and regard all this as an investment. You are not changing your job, but investing in a new field. The earlier you arrive, the greater your natural income.

Seven, taste the gall-don't be swayed by considerations of gain and loss during the adaptation period.

If you lose more than you gain, you will lose. Job hopping is not the same as job hopping. Job-hopping can create value for new enterprises in a short time, but job-hopping people often need an adaptation period. Lack of patience and calm mentality will make many job-hopping people give up halfway.

Changing careers is like choosing another trunk, and there is a process of retirement. In this process, the reduction of income and position is inevitable, but as long as the direction is correct, this phenomenon is only temporary, and it is only a matter of time before it surpasses the old position and salary.

What are the methods for locating bacterial genes? District court 1, cytology chart; 2. Physical spectrum; 3 molecular hybridization method.

The distance between 1. genes can be measured by various methods, but the graph distance does not represent the absolute length, and the same graph distance represents different actual lengths in different organisms. The actual location of genes can be determined by cytogenetics, and the map of gene location drawn in this way is called cytological map, while the map drawn by general genetic methods is called genetic map.

2. The DNA molecules of prokaryotes lack natural and easily recognizable markers, which can be compensated by the determination of restriction maps and partial denaturation maps.

The combination of molecular hybridization and somatic genetics can also be used to determine the absolute position of human genes. Cloning of human-hamster hybrid cells containing only one human chromosome can be obtained through somatic genetics.

Which products failed in brand positioning? The purpose of brand positioning is to transform products into brands; To be a brand, we must explore a certain point that consumers are interested in; Brand must be positioned to meet the needs of consumers; According to the specific market segments in market segmentation, meet the specific needs of specific consumers, so draw a conclusion: design a rational or emotional complaint point for your customer base category; Of course, the artistic expression of advertising design and the corresponding copy are all creative around this appeal store, which can create several other examples of brand positioning: for example, in the mobile phone market, Motorola promotes the characteristics of "small, thin and light", while Nokia claims its "no radiation" characteristics; In the automobile market, Volvo emphasizes its "safety and durability", Fiat says it is "full of energy", Mercedes-Benz claims it is "noble, king, distinguished and supreme", while Silicon Carbide says it is "flying technology" and BMW talks about its "driving pleasure". Coca-Cola and Pepsi are undisputed top brands in the beverage market, and their position in consumers' minds is unshakable. Many new brands have made numerous attacks and failed. However, 7-up has become a substitute for cola drinks because of its "non-cola" positioning. Your question, the information is incomplete, it is difficult to start,)