How to carry out brand positioning, communication and shaping

1.Clarify its own positioning and achieve accurate communication.

The first thing to be solved in brand communication is the problem of brand positioning.

2.Fit the scene and deepen the cognitive effect.

3.Panoramic communication, comprehensive coverage.

Recognize your brand accurately.

It is important to have an accurate understanding of your brand to ensure that the final positioning is clear and unambiguous. Otherwise, it is easy to stay in the self-state and not want to make progress, or be ambitious.

Identify your brand's target customers.

Different brands will have different target customer groups, and it is necessary to determine who your brand is aimed at, so as to better resonate with customer groups and generate economic benefits.

Adequate market research.

A large number of market research samples can help brands better understand the current market trends and current affairs, find the needs of target customers, and carry out targeted brand positioning.

Analyze competitors.

When positioning the brand, try not to choose the same or similar positioning with other brands, but learn from each other's strengths and weaknesses to create your own brand advantages.

Create brand innovation and personality.

Brand innovation is carried out from three aspects: technological innovation, product innovation and image innovation, so that consumers feel that their brand is leading the market.

There may be companies that don't have enough ability to do precise targeting, and they will choose a company that specializes in marketing planning to execute.

Summary. Hello. Kiss.

The communication methods of brand positioning are as follows: brand communication refers to the use of advertising, public relations and other means to convey the designed brand image to the target consumers, and brand positioning refers to the design of the brand image in the hearts of consumers to occupy a unique and valuable position, the two are interdependent and inseparable. On the one hand, brand positioning can only be accomplished through brand communication.

Because only when the brand image designed by the enterprise is conveyed to the target consumers in a timely and accurate manner, and the recognition of consumers is sought and resonated with consumers, the positioning is effective. On the other hand, brand communication must be premised on brand positioning, because brand positioning determines the content of brand communication. Without the prior design of the overall image of the brand, then the brand communication will lose its direction and basis.

Therefore, brand positioning is the foundation of brand communication.

Hello. Kiss. The communication of brand positioning is as follows:

Brand communication refers to the use of advertising, public relations and other means to convey the designed brand image to the target consumers, brand positioning refers to the design of the brand image in the hearts of consumers to occupy a unique, valuable position, the two are interdependent and inseparable. On the one hand, brand positioning can only be accomplished through brand communication. Because only when the brand image designed by the enterprise is conveyed to the target consumers in a timely and accurate manner, and the recognition of consumers is sought and resonated with consumers, the positioning is effective.

On the other hand, brand communication must be premised on brand positioning, because brand positioning determines the content of brand communication. Without the prior design of the overall image of the brand, then the brand communication will lose its direction and basis. Therefore, brand positioning is the foundation of brand communication.

Brand positioning relies on active communication to strengthen the brand image in the minds of consumers, and Lugaofan relies on brand communication to achieve the purpose of positioning - to show its relative superiority over other brands. This relative superiority also dictates the direction of brand communication. Examples:

McDonald's has no relative superiority over its main competitors (such as KFC) in terms of cleanliness and cleanliness. However, the McDonald's restaurant in Beijing has the new service characteristics of selling monthly bus tickets, which is convenient for the masses, frees people from the suffering of wind and sun, and can also get the best opportunity, and enjoy a cheap and affordable McDonald's fast food in addition to a relaxing rest.

Brand communication should fully express the brand positioning, so that the target consumers know the global brand network, understand and accept this positioning, so that the positioning resonates with the hearts of consumers. There are many ways to spread the brand communicator, such as public relations, advertising, packaging, marketing, etc., the most important of which is advertising. Advertising shows the brand positioning in three dimensions through the combination of the best and the way of voice and emotion, which is the most powerful communication side of the brand positioning.

Through integrated communication, brand positioning continuously transmits the relevant information of the first person to the target consumers, so as to improve the "three degrees" of the brand and enhance the brand image.

Enterprises should take the market as the goal, demand-oriented, and consumer psychology as the basis when positioning their brands, and correctly design their own brand image. The author believes that in order to correctly position the corporate brand image, we should focus on the following four aspects: do a good job in market research, brand image design should be distinctive, carry out orderly brand extension, and carry out effective brand publicity

The image positioning of the corporate brand refers to the personality style of the corporate brand that distinguishes it from other similar products (or services) in the minds of consumers, and is the basic symbol of the uniqueness and irreplaceability of the enterprise. A brand, no matter how many types of its products, should give consumers a distinct brand personality. The brand image should not only reflect the customer's expectation of the company's appearance, but also reflect the consumer's yearning for the product image and its personality characteristics, so as to arouse consumers' interest and love for the brand.

The design of corporate brand image should be based on the following main reference factors, and the reasonable design should be determined.

1 Product Features. The design of the brand image should determine its image positioning according to the product itself and the hierarchical characteristics of the consumer group, focusing on its own characteristics, so as to achieve the effect of making consumers unforgettable.

2 Brand Name. Some products use names that can give an inherent impression in themselves. A good brand name is not only conducive to market competition, but also can give people the enjoyment of beauty, thus producing an unforgettable effect.

3 Featured packaging. Packaging not only visually represents the quality of the product, the best and other factors, but also for consumers, the packaging also represents the concept of the brand to a large extent.

Recognize your brand accurately.

Identify your brand and target customers.

Adequate market research.

Analyze competitors.

Create brand innovation and personality.

There may be some companies that do not have the relevant ability to execute brand positioning, and in this case, they will choose a company that specializes in brand positioning to execute.

Formulate brand marketing and promotion positioning, and look for "product differentiation concept".

With the development of the economy and the intensification of competition, the brand positioning of enterprises has become more and more important. As the core of brand strategy, brand positioning runs through brand building and operation. Brand positioning is to look for the "concept of product differentiation". A brand is a representation of the type.

The search for brand positioning theory must find very different and competitive concepts based on the characteristics of the customer's psychology and the type of goods. As far as brand communication is concerned, only clear, effective, and consistent positioning messages can give customers a reasonable reason to buy.

How does the company position brand marketing?

Clause. 1. Opponent analysis.

The first step in brand positioning is to research and analyze each other's positioning, selling points, core concepts, etc., so that you can differentiate yourself.

Clause. 2. Consumer analysis.

The core concept of the brand is: "It is the essence of the product that meets the needs of consumers".

Moreover, consumer needs will change with the changes in themselves and the market environment, so it is necessary to grasp the changes in consumer needs in a timely manner and analyze the current psychological cognition of customers.

Clause. 3. Market analysis.

A product is divided into several subdivisions. There are a variety of similar but different brand products in the market, such as toothpaste products, shampoos, etc., so in the brand positioning, find the concept that there is no brand possession in the market and explore the blank market.

Clause. Fourth, analyze the development trend of the industry.

Brand building should be forward-looking and feasible, analyze the laws of the industry, and explore possible future development trends and consumer demand trends. Trademark positioning focuses on taking advantage of the momentum, innovating categories, and standing at the overall height of category development strategy. The factor in brand positioning is speed.

In short, the corporate brand positioning is particularly important for the long-term development of the company. By understanding the target customer group, brand image, and company culture, we can develop a brand strategy that meets the needs of the market and gives us an edge over the competition.

How should we position:

Preemptive position: When there is no brand in the inherent category, at this time, the customer is in the consumer goods category, but does not know the status of the brand, the brand has copied the first to enter the consumer's mental resources and become the customer's first choice.

Preemptive characteristics: When the category already has a representative brand in customer perception, the brand can also gain market share by preempting the characteristics. Each category has a variety of characteristics.

New product attack: When the existing category has no chance, the brand needs to launch a new category, and when the brand takes the lead in proposing a new category, consumers are also easy to keep the brand firmly in mind.

A new generation of products: The essence of a new generation of products is a differentiation strategy, the original product is defined as an outdated product, no one wants to buy an outdated product, and the new generation of products is usually considered by consumers to be a product launched by a big brand, so it is more advanced.