The boss asked me to do a brand positioning plan, what are the classic cases of brand positioning? R

I hope the following cases will be helpful to you.

In order to consolidate its position as the "king of cookers" in the field of cookers, Vantage successfully developed a new generation of high-performance infrared gas stoves in 2009 - concentrating stoves, and plans to launch them between the fourth quarter of 09 and the first quarter of 10. Vantage energy stove has the characteristics of high efficiency and energy saving, smokeless environmental protection and non-smoked pot, is a new generation of gas appliances, hoping to gradually replace the traditional atmospheric stove through its listing, so that the energy building stove has become the industry leader.

However, at that time, major brands had not yet entered the infrared gas appliance market, and infrared cookers did not have much popularity in the hearts of consumers in first-tier cities, while in second- and third-tier cities, they were occupied by low-cost unknown brands. Because how to accurately position the brand, find the target market, and formulate a market entry strategy has become a problem that Vantage must solve. In this regard, before the launch of the new product, Vantage entrusted Chengyu International to launch the research project on the positioning strategy of the new category of Vantage energy cooker.

Through in-depth consumer research in the early stage and systematic analysis of the scientific and rigorous brand positioning strategy model, Chengyu International put forward a clear positioning strategy for the new products of Vantage Gathering Energy Cooker, including target customer group positioning, value positioning, product selling point positioning, new product naming positioning, communication strategy positioning, etc., and then helped Vantage form a complete new product launch marketing strategy.

Finally, in 2010, its new generation of high-performance infrared gas stove - energy building stove was successfully launched, and achieved remarkable results in a short period of time, thus making this new product the fist product of Vantage to achieve the sales target of 10 billion yuan.

Cheng Yu International believes that:

The establishment of a brand is to establish the status of the brand in the consciousness of consumers; Brand competition is to seize consciousness resources and compete for purchasing power generated by demand.

Awareness is extrinsic and is what drives consumers to buy a specific brand's products. For example, strong wine is a kind of consciousness, health wine is also consciousness, and strong wine is good wine is also a kind of consciousness. Demand is intrinsic and is what defines the category or product attributes.

For example, drinking health wine is one demand, and buying health wine as a gift is another. Buying health wine is driven by demand, buying strong wine is driven by consciousness, buying gifts is driven by demand, and buying strong wine and giving gifts is driven by consciousness.

Therefore, brand research should not only start from demand, but also from consciousness, and discover the law of brand formation from the interaction between brand, consciousness, demand and product.

Wang Laoji's case is more classic.

1. Establishment of brand positioning.

The first step is to list the various anchors based on the possible development paths of the brand anchors and optimize the combination of these anchors. Discard unreasonable solutions and retain feasible solutions. These options are then rigorously screened to establish the final brand positioning.

The proposition of brand positioning should be recorded in an accurate and concise letter. For example, Miller Pale Ale in the United States states: "Authentic American standard-strength beer, delicious and quite refreshing, aimed at men between the ages of 18 and 24, who drink standard beers, especially those who are concerned about their physical performance."

2. Communication of brand positioning.

Brand positioning is the beginning, not the end. Once the brand positioning is established, it must also be communicated effectively and consistently. Communication is not about creating positioning, but about expressing positioning.

Communication is the basic mechanism of brand positioning and the booster of brand development and growth. Positioning provides the premise and requirement for communication.

Brand communication should fully express the brand positioning, so that the target consumers know, understand and accept this positioning, so that the positioning and the consumer's heart resonate. There are many ways to communicate the brand, such as public relations, advertising, packaging, price slide and early format, marketing channels, the most important of which is advertising. Advertising is the most powerful communication method for brand positioning through the combination of voice and emotion, and the three-dimensional display of brand positioning.

Brand positioning through integrated communication, constantly pass on relevant information to target consumers, so as to improve the brand "three degrees" and enhance the brand image.

3. The formation of brand positioning.

There is only one truly powerful positioning for brands – consumer positioning. The purpose of brand positioning is to occupy a unique and valuable place in the minds of consumers. Therefore, only the consumer has the absolute say in whether the positioning is successful or not.

Consumer positioning depends on their recognition and acceptance of brand appeals, and depends on customer perception. The greater the customer perception, the higher the loyalty to the brand. The higher the loyalty, the more solid the brand positioning.

Successful brands always have a firm grasp of customers, constantly strengthen the relationship with customers, and guide them to recognize the brand and continuously create customer perceived value. The establishment of brand image and the improvement of enterprise competitiveness are the results of successful brand positioning.

Precautions. A certain preemptive strategy refers to finding a valuable (ladder) position in the consumer's mind that no one occupies it, and being the first to occupy it. Strategic premise: Consumers have the demand or need for new categories and new features (such as cordless machines, mothproof).

If you find that the first position on a certain ladder has been occupied by a strong brand, let the brand be associated with the strong brand product in the ladder, so that consumers will think of themselves as a supplementary choice while first choosing the strong brand product.

Summary. Although brand positioning is the process of looking for alienated management, it still needs brands to be able to adapt to the changes in market demand and consumption characteristics, and often more wholesale transformation enterprises hope to be able to make brands become famous overnight through one or two "good ideas". As a result, high-end products have launched hundreds of thousands of yuan of high-end "jewelry fashion", or used some sensational "gimmicks" to increase the attention rate, and so on.

Although this method can achieve brand awareness in a short period of time, it will only have a negative impact on the long-term development of the brand, and even if the cost investment is high, it will not be able to establish the consumer understanding and consumer recognition required for brand management. Therefore, brand positioning should be reflected in the marketing positioning of brand style shaping and consumer demand grasp, so as to avoid falling into the misunderstanding of "new, strange and special".

Hello kiss, I am happy to answer for you, the answer is: Hello kiss, brand positioning should avoid falling into the misunderstanding of "new, strange and special".

Although brand positioning is the process of looking for alienated management, it still needs brands to be able to adapt to the changes in market demand and consumption characteristics, and often more wholesale transformation enterprises hope to be able to make brands become famous overnight through one or two "good ideas". As a result, high-end products have launched hundreds of thousands of yuan of high-end "jewelry fashion", or used some sensational "gimmicks" to increase the attention rate, and so on. Although this method can achieve the increase of brand awareness in a short period of time, it will only have a negative impact on the long-term development of the brand, and even if the cost investment is high, it will not be able to establish the consumer understanding and consumer recognition required by the brand's high-rock operation.

Therefore, brand positioning should be reflected in the marketing positioning of brand style shaping and consumer demand grasp, so as to avoid falling into the misunderstanding of "new, strange and special".

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.

1. Development-oriented strategies include integration strategy, diversification strategy, and intensive growth strategy.

Integration strategies include vertical integration strategies and horizontal integration strategies. For example, if Anta sets up its own garment factory, it belongs to forward integration in vertical integration, and if it sets up a garment factory, it belongs to backward integration.

If it controls other brands of clothing, it is horizontal integration.

Types of diversification strategies include: concentric diversification and centrifugal diversification. For example, Gree Electric Appliances now produces other electrical appliances in addition to air conditioners, which belongs to concentric integration, it borrows the original sales channels, and if it devotes itself to real estate, it is centrifugal diversification.

Intensive growth strategies, also known as enhanced growth strategies, include three types: market penetration strategies, market development strategies, and product development strategies.

2. Stable strategy, also known as defensive strategy and maintenance strategy, includes four types: suspension strategy, no change strategy, profit maintenance strategy, and cautious forward strategy.

3. Contraction strategy, also known as retreat strategy, includes three types: transformation strategy, abandonment strategy, and liquidation strategy.

The advantages of a cost leadership strategy include: the ability to withstand the attacks of competitors; Have strong bargaining power for the first business; A barrier to entry is formed.

4. The applicable conditions of the cost leadership strategy: the market demand has a large elasticity; Most of the enterprises in the industry produce standardized products, and the most important factors determine the market position of the enterprise; There are few ways to achieve product differentiation; Most customers use the product in the same way; When the user buys from a seller to another seller of jujube covers, the conversion cost is very small, so they tend to buy the most preferential products.

5. The risks of adopting a differentiation strategy include: competitors may imitate and make the differences disappear; Keeping products differentiated often comes at a high cost; Product and service differentiation has lost its meaning to consumers; The cost gap with competitors is too large; In order to achieve product differentiation, companies sometimes have to abandon the goal of gaining a higher market share.

6. Centralized strategy can be divided into: centralized cost leadership strategy and centralized differentiation strategy. The conditions for a centralization strategy include:

Enterprises have limited resources and capabilities, and it is difficult to achieve cost leadership or differentiation in the entire industry, so they can only select individual market segments; The target market has a large demand space or growth potential; Competitors in the target market have not yet adopted a unified strategy. Risks of implementing a concentration strategy include: possible imitation by competitors; Declining demand in the target market due to technological innovations, the emergence of substitutes, etc.; Since the difference between the target segment and other segments is too small, a large number of competitors flood into the segment; New entrants re-segment the market.

Summary. Dear, in the competitive environment where the degree of product homogeneity is getting higher and higher, only the brand can form a real identity, and can get the protection of intellectual property rights and the accumulation of intangible assets. It is undeniable that the brand is the last weapon to win in modern business.

To create a brand, you first need to carry out brand positioning, which is also the foundation and difficulty of the brand. Everyone has a different role to play in life, and brands are no different. If we regard the company's copywriting as a screenwriter, the leadership of the enterprise is the director, and the growth of an enterprise is like a TV series, whether the plot is exciting and popular, which is directly related to whether the brand's positioning is accurate.

To put it in layman's terms, a brand is the "personification" of business. If a brand has a soul, a spirit, a shape, and a story, it is easy to form a good communication, it is easy to be remembered and discussed by people, and it is easy to affect people's value, aesthetic standards, consumer behavior and lifestyle to a certain extent. The "personification" of the brand is to define the prototype by brand positioning, and to deduce and cultivate through elements and conditions such as value, spirit, symbols, character, image, and events.

Dear, in the competitive environment where the degree of product homogeneity is getting higher and higher, only the brand can form a real identity, and can get the protection of intellectual property rights and the accumulation of intangible assets. It is undeniable that the brand is the last weapon to win in modern business. To create a brand, you first need to do brand positioning, which is also the foundation and difficulty of the brand.

Everyone has a different role to play in life, and brands are no different. If we regard the company's copywriter as a screenwriter, the company's leadership is the director, and the growth of an enterprise is like a TV series. To put it in layman's terms, a brand is the "personification" of business.

If a brand has a soul, a spirit, a tangible, and a story, it is easy to form a good communication, and it is easy to be remembered and discussed by people, and it is easy to affect people's value, aesthetic standards, consumption behavior and lifestyle to a certain extent. The "personification" of the brand is to define the prototype by brand positioning, and to deduce and cultivate through elements and conditions such as value, spirit, symbols, character, image, and events.

This needs to be done through brand research and diagnosis, according to the market segment of the consumer demand, first of all, what roles need to be played (how many preferred demand positions in the consumer's mind?). ）；Then, focusing on multiple levels such as concept, product, personality, emotion, and characteristics, based on the two dimensions of their own conditions and the hope of the person who has eliminated the cost of rollover, the most suitable role is selected according to the core advantages of the enterprise (from the position of the needs of consumers' minds, occupy the position that is most conducive to their own competition). In the current situation, many small and medium-sized enterprises have no core advantages at all, so how to position a competitive role?

In essence, many planning companies will create a concept according to consumer psychology and give it a certain conceptual connotation, so as to create a virtual brand role and form a brand positioning. This is what a lot of people call the concept of play.