Where does brand positioning start and what are the brand positioning?

Brand positioning is the business decision of a specific brand on the basis of market positioning and product positioning, and it is the process and result of establishing a brand image related to the target market. In other words, it refers to determining an appropriate market position for a specific brand, so that the product occupies a special position in the hearts of consumers, and when a certain need suddenly arises, the theory of brand positioning is the strategic positioning pioneered by Jack Trout, the "father of positioning" and the world's top marketing master.

Brand positioning is the core and concentrated performance of market positioning. Once a company has selected a target market, it must design and shape its own corresponding products, brands and corporate images to win the recognition of target consumers. Since the ultimate goal of market positioning is to achieve product sales, and the brand is the basis for enterprises to disseminate product-related information, the brand is still the main basis for consumers to buy products, so the brand has become the bridge between the product and the consumer, and the brand positioning has become the core and concentrated performance of the market positioning.

Brands must position themselves in a position to meet the needs of consumers, and ultimately use communication to give the brand a favorable position in the minds of consumers. To achieve this, the needs of the target consumer must first be considered. With the help of consumer behavior surveys, it is possible to understand the lifestyle or psychological situation of the target audience.

All this is to find the brand interests that meet the needs of consumers. The focus of thinking should shift from product attributes to consumer interests. The positioning of consumer interests is from the perspective of consumers, and it is what kind of value satisfaction consumers expect from the brand.

Therefore, in addition to the product benefits, there are also psychological, symbolic interests in the selection of interest points for positioning, which makes the product transform into a brand. Therefore, it can be said that positioning and branding are actually two sides of the same coin, if the brand is consumer cognition, then positioning is the process of the company to provide the brand to consumers.

There are different types of consumers, different consumption levels, different consumption habits and preferences, and the brand positioning of enterprises should start from subjective and objective conditions and factors to find target consumers who are suitable for the requirements of competitive goals. According to the specific market segments in the market segmentation, meet the specific needs of specific consumers, identify market gaps, and refine brand positioning. Consumer needs are also constantly changing, and enterprises can also guide target consumers to generate new needs and form new brand positioning according to the progress of the times and the trend of new product development.

Brand positioning must touch the hearts of customers and arouse their inner needs, which is the focus of brand positioning.

Brand positioning is a very professional project, and it has a very professional team and tools to complete. The specific process is as follows: 1. Market research (including product future prospect research, market consumption demand research, similar product research, etc.) 2. Research methods** identity research, questionnaire research, etc.) 3. Data analysis (omitted) 4. Find differences (advantages and disadvantages analysis) 5. Product positioning Please forgive me for not being able to explain in detail due to time constraints.

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.

Brand positioning includes market positioning, ** positioning, image positioning, crowd positioning, channel positioning, etc., specifically:

1. Market positioning. Market positioning is an arrangement that allows a product to occupy a clear, special and desirable position in the minds of the target consumer relative to the competition. Therefore, marketers must design positions that differentiate their products from competing brands and achieve maximum strategic advantage in their target market.

2. Positioning. Positioning is what kind of level the marketer sets the product and service at, and this level is compared with the competition.

3. Image positioning. Image positioning is to determine the position of the enterprise in the market, in the eyes of the public and image, in the peer position and in the society.

4. Crowd positioning. Crowd positioning means that enterprises provide specific customers with specific product value with specific connotations according to their own capabilities, and these specific customers are "target customer groups".

5. Channel positioning. Channel positioning is a kind of credibility among distributors that manufacturers gain by providing better products, services, financial revenues, projects, and systems than other competitors.

1. Chief positioning.

Chief positioning is the pursuit of the industry or a certain aspect of the "first" market positioning. The "number one" position is enviable, as it shows that the brand is leading the market.

2. Strengthen positioning.

Strengthening positioning refers to the positioning of strengthening one's own image in the minds of consumers. When a company is unable to defeat its opponents head-on, or is at a disadvantage in the competition, it can highlight the advantages of a certain aspect of the brand, impress consumers, and win the competition.

3. Attachment positioning.

Comparative positioning is a positioning strategy that determines one's market position by comparing with competing brands. Its essence is a kind of borrowing positioning or reactive positioning. Take advantage of the momentum of competitors to set off their own brand image.

4. Consciousness positioning.

Consciousness positioning endows the brand connotation with the construction process of brand content including brand image, brand personality, brand appeal, and product characteristics, and its core work is brand positioning.

Brand positioning refers to determining an appropriate market position for a particular brand, so that the product occupies a special position in the hearts of consumers.

There are several domestic companies that do brand positioning consulting with a relatively high reputation, but I personally think that the most professional is Chengmei. As a brand planner, Chengmei's case is the most heard, their family is a practical school in the field of brand positioning, with more than 20 years of practical experience in strategic positioning, there are theories, methods and tools, and they can guide the project to land, such as Wang Laoji, SKG, and Pechoin are their cases.

Brand positioning is a commercial decision made by an enterprise on the basis of market positioning and product positioning on the cultural orientation and personality differences of a specific brand.

Brand positioning is the process and result of building a brand image that is relevant to your target market. In other words, it refers to determining an appropriate market position for a particular brand, so that the product occupies a special place in the hearts of consumers.

Brand positioning can be written from the following five aspects:

1. Analyze the products of the company and competitors. Analysing the products and those sold by your competitors is a good starting point for positioning.

2. Find out the differences. Compare your own product with your competitors, the positive and negative differences in the target market of the product, and these differences must detail the key factors of the marketing mix that are suitable for the product being sold.

3. List the main target markets in order to do a good job of product positioning.

4. Identify the characteristics of the main target market. Write down the desires, needs, and other characteristics of the target market one by one.

5. With the needs of the target market. The next step is to combine the characteristics of the product with the needs and desires of the target market, and sometimes, marketers must draw many lines between the characteristics of the product and the target market to discover what are the most important needs and desires of consumers that are not met by the company's products or competitors' products.

Positioning meaning. 1. Create the core value of the brand. Successful brand positioning can fully reflect the unique personality and differentiation of the brand, which is the core value of the brand.

The core value of a brand is the soul of a brand, and it is the main force for consumers to like and even fall in love with a brand. The core value of the brand is the most important part of the brand positioning, which together with the brand identity system constitutes the unique positioning of a brand.

2. Establish a long-term and stable relationship with consumers. When consumers can truly feel the brand's strengths and characteristics, and are attracted to the brand's unique personality, it becomes possible to build a long-term, solid relationship between the brand and the consumer.

3. Guide the direction of the company's product development and marketing plan. The determination of brand positioning can enable enterprises to realize the aggregation of their resources, product development must fulfill the commitment made by the brand to consumers, various short-term marketing plans can not deviate from the direction of brand positioning, and enterprises should shape themselves according to brand positioning.

Brand positioning is often the core of the development of the brand itself.

It is the foundation of a brand.

Avoid waste by positioning resources for better centralized consolidation.

Improve the utilization rate of resources.

Brand positioning contains a lot of things.

Core audience. Brand story.

Brand value. Brand spirit.

Brand image. Brand language.

Brand Goals. Brand slogans and other things that wear the forest series belong to the content of brand positioning.

Strategic positioning is the overall layout and promotion method around brand positioning.

Strategy also often distinguishes between product strategy and brand strategy.

It is further divided into national and regional strategies.

And the regional strategy can still continue to be subdivided.

For example, the mass market and the model market.

Whichever it is, though.

All of them are based on brand positioning.

Through the "point" determined in the brand positioning, the "surface" is formed.

In other words. Strategic positioning is a means for partners to carry out the development plan established according to the brand positioning.

If you have to find a difference in image.

Then brand positioning is the root of the tree.

Strategic positioning is the trunk.

The two are in harmony with each other.

Indispensable. Hope it helps.