When it comes to positioning, people’s positioning is to “position themselves”. What about brand positioning? It is to find a positioning for the brand in the minds of consumers and occupy a keyword. Consumers will also attach several labels to the brand according to this "positioning" to facilitate their own choices. How can we determine the location accurately? Here are 10 methods to share with you.

1. Category positioning method

This is the most classic positioning method. When a brand creates a category, its leading product becomes synonymous with the category. There are many such examples. For example, Bundy created the Band-Aid category. When we are injured, we will ask for a "Bundy" to stick to the wound. Band refers to a bandage, and Aid means to help with first aid. Later, Johnson & Johnson used Band-Aid as the name and trademark of the company's Band-Aid products. Now Bondi has firmly occupied the Band-Aid category and has become the number one brand in this field.

2. Core selling point positioning method

Selling point, also called USP (unique selling proposition), brands will have different characteristics because of their different concepts. These characteristics will become the brand’s unique characteristics. "feature". For example, BMW's core selling point is "driving". It not only makes its cars fun to drive, but also establishes a BMW Elite Driving Center to teach car owners to drive BMWs more "driving" fun. This supports BMW's positioning discourse as the "ultimate driving machine".

3. Spiritual temperament positioning method

Ethostic temperament is the penetration of consumer culture by the brand. For example, Nike’s classic “just do it”, even the furnishings in the store are also from Nike. Unique style.

4. Self-representation positioning method

For example, in order to differentiate from Coca-Cola's "classic", Pepsi-Cola proposed the "younger generation's choice". Come on, the younger generation chose Pepsi.

5. Comparative positioning method

When Mengniu was founded, Yili was the No. 1 dairy brand in Inner Mongolia, and Mengniu set a position for itself - "Strive to be the No. 1 dairy brand in Inner Mongolia." Second brand".

6. Emotional Positioning Method

Taitai Oral Liquid "It's good to be a woman"; Kongfujia Wine "makes people miss home". These are all spoken to consumers from an emotional perspective That sentence in my heart.

7. Cognitive habit positioning method

Cognition is people’s common views on certain things. Regardless of the scientific level, cognition is common sense in a certain sense. Zhangzidao’s slogan “Natural Zhangzidao, natural good sea cucumbers” expresses the core advantages of Zhangzidao sea cucumbers.

8. Market gap positioning method

Business business, "birth" is the market gap. The same goes for brand positioning. For example, Seeyuan's slogan "Have you washed your scalp after washing your hair all your life?" has carved out a "scalp washing" market in the hair washing market.

9. Subliminal demand positioning method

There is an advertisement for Yamaha Piano that says, "Children who learn piano will not become bad." This sentence hits the heart of parents. The obvious requirement for learning the piano is to be able to play the piano. What about subconscious needs? It is to cultivate musical literacy and cultivate truth, goodness and beauty.

10. Mission positioning method

Vanke’s advertising slogan is “Praise life, build cities first”. Vanke has always insisted on providing good products and services to ordinary people, and has made Contribute to the best of your ability.