Question 1: What is brand positioning? (One sentence definition): Define who a brand targets and what it represents.

(Keyword 1): For whom, it means to answer who the target consumers of the brand are, what are their typical characteristics, and where can they be found.

(Keyword 2): What it represents is to answer what is the unique value of the brand and what are the reasons why consumers choose this brand.

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Question 2: What is brand positioning? Brand positioning refers to the way an enterprise determines a specific brand based on market positioning and product positioning. Commercial decisions based on cultural orientation and personality differences are 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. When a certain need suddenly arises, such as when people suddenly become thirsty on a hot summer day, people will immediately Think of the cool and refreshing red and white color of "Coca-Cola".

Question 3: What is brand positioning? Imitation can only create similarity, but individuality can create admiration! Personality conquest is the core level of brand loyalty. Brand positioning refers to how to differentiate your product (brand) in the minds of expected consumers and seize mental resources. Simply put, positioning = differentiation. Today, brand positioning has transitioned from "product functional appeals" and "brand emotional appeals" to "brand cultural appeals." Brand positioning should generally include the following basic contents: 1. Brand MI concept identification system part: 1. Analysis of target consumers’ cultural characteristics; 2. Analysis of target consumers’ psychological consumer needs; 3. Standard description of target consumers’ cultural image; 4. Basic description of brand culture corresponding to the above 1-3; 5. Proposition of brand concept; 6. Refining of brand values; 7. Determination of brand personality; 8. Proposition of brand slogan; 2. Brand VI visual identity system part 9. Design of brand trademark; 10. Brand product packaging design; 11. Brand props design; 12. Brand environment design; 13. Brand company image design; 14. Determination of brand standard visual image system; 3. Brand BI behavior recognition system part 15. Brand extension regulations; 16. Brand output regulations; 17. Brand communication plan and communication code of conduct; 18. Brand prohibited behavior regulations; 19. Formulate brand management measures. 4. Brand SI promotion and identification system part 20. Brand sales staff image design; 21. Brand sales service regulations; 22. Brand dealer image requirements design; 23. Brand store image design; 24. Brand SI standard image system establishment. From the detailed list listed above, we can see that brand positioning is extremely rich in content and is completely different from market positioning or product positioning. Through the brand's identification management system, namely: MI - brand concept identification; VI - brand visual identification; BI - brand behavior identification; SI - brand sales identification and other such CIS. Relying on this overall system to standardize and uniformly guide the communication or dissemination of the internal system and external target customers, the brand can be recognized by consumers through the effective reception of the information contained in it under such regular positioning. The following information about the brand: 1) The unique characteristics of the brand; 2) Accumulating familiarity and reducing the time to think before purchasing; 3) The quality level represented by the brand; 4) Generating re-purchasing activities and thus accumulating loyalty; 5) Related associations of the brand . How does the brand occupy the first level of the brain in terms of positioning, how to spread the brand name, how to position and spread the brand by tapping into consumers' needs and desires, etc.

Question 4: What are the methods of brand positioning? Positioning method

1. Comparative positioning method

Comparative positioning is to cling to famous brands and position your products by comparing them to famous brands, hoping to enhance the image of the brand with the help of the glory of well-known brands. Comparative positioning is usually implemented in the following three ways:

1. "Secondism" is to clearly admit that the first brand in the market is only second. This strategy will make people have a humble and sincere impression of the company, and believe that what the company says is true and reliable. This will make it easier for consumers to remember this order, which is usually difficult to enter people's minds. The most famous example of secondism is the American Avis Taxi Company's positioning of "We are second, and we must work harder".

2. Climb the dragon and follow the phoenix: First of all, it is to recognize the brands that have made great achievements in the market. Although this brand is ashamed of itself, it can still compete with these most popular and popular brands in a certain region or in a certain aspect. Trusted brands are neck and neck. This is represented by the positioning of Ningcheng Laojiao in Inner Mongolia as "Ningcheng Laojiao - Moutai beyond the Great Wall".

3. Club strategy: If the company cannot obtain the first position in the market and cannot climb to the second place, it will retreat to this strategy, hoping to use the group's reputation and fuzzy mathematics to achieve strict restrictions. A club-style high-end group brand emphasizes that oneself is a member of this high-end group, thereby using the glorious image of the club's other market-leading brands to enhance one's status and image. This is represented by the American Chrysler Motor Company, which is positioned as "one of the three major automobiles in the United States." This positioning makes consumers feel that Chrysler is the best automobile manufacturer like the first and second GE and Ford.

2. Benefit positioning

Benefit positioning is based on the product or the benefits it can provide to consumers and the extent to which it solves problems. Since the information that consumers can remember is limited, they often only make strong appeals for a certain benefit, which can easily create a deep impression. This is represented by P&G's Rejoice, which is positioned as "smooth"; Head & Shoulders, which is positioned as "anti-dandruff"; and Pantene, which is positioned as "hair care".

3. USP positioning

The content of the USP positioning strategy is to find the competitors that best meet the needs of consumers based on the product characteristics. The most unique part it doesn’t have. This is based on the positioning of American M&M chocolate as "only dissolves in the mouth, not in the hands" and the "27 layers of purification" of Baishi purified water, which is a classic domestic USP positioning. Another example is L'Oreal Paris: Contains SPA mineral water from the Vosges Mountains in France to lock in moisture.

4. Target group positioning

This positioning directly targets a certain type of consumer group and highlights that the product is designed to serve this type of consumer group to gain recognition from the target consumer group. Combining the brand with consumers will help enhance consumers' sense of belonging and make them feel that "this brand is tailor-made for me". Such as Goldlion's "man's world", Marlboro cigarettes' "Marlboro Man", Hathaway's shirt's "Man Wearing Hathaway", and the U.S. Selective Service's positioning of "becoming a well-rounded person."

5. Market Blank Point Positioning

Market Blank Point Positioning refers to a market segment where an enterprise uses market segmentation strategies that have not been taken seriously by anyone or that competitors have not yet had time to capture. Products or services that effectively meet the needs of this market segment. For example, the positioning of Xi'an Janssen's "Caile Anti-Dandruff Drug" and the positioning of Coca-Cola's juice brand "Queer".

6. Category positioning

This positioning is to make a clear distinction from some well-known and common products, and to position your brand opposite to your competitors. This kind of positioning Positioning can also be called positioning to draw a line with competitors, which is represented by 7-up's "7-up, not Coke".

7. Grade positioning

According to the value of the brand in the minds of consumers, brands can be divided into different grades, such as high-end, mid-range and low-end. Different grades of brands bring consumers Different psychological feelings and emotional experiences are common among luxury brands, such as Rolex’s “Rolex has never changed the world, it just leaves that to the people who wear it” and Vacheron Constantin’s “You can easily own time, but It is impossible to easily have Vacheron Constantin's and Parker's positioning of "the president wears Parker". The article you are reading comes from Brand Geometry

8. Quality/price positioning

That is, positioning by comparing quality and price. Quality and price are usually the factors that consumers pay most attention to. And they are often considered comprehensively in combination with each other, but different consumers have different priorities. For example, if the target market of a certain purchase product is middle-income rational buyers, it can be positioned as a "value for money" product. As a positioning opposite to "high quality and high price" or "high quality and low price". This is based on Dell Computer's "great value for money, affordable choice" and Diaopai's "...gt;gt;

Question 5: What kind of brand positioning can be divided into 2

One is Rees and Trout's book "Positioning" which is a classic in the marketing industry

The other is different from Trout's high-end positioning "High-end Positioning, That's It" "Building Brands" Feng Guoying writes about Chinese local brands in a targeted manner

Question 6: What is product positioning? What needs can your product solve?

What functions or features does it have? /p>

What kind of people are the products mainly aimed at?

Adding and subtracting visual media - solving e-commerce visual solutions

Question 7 : What is the brand positioning model? == The basic concept and significance of brand positioning strategy == Brand positioning strategy is the overall plan and long-term plan for the corporate brand positioning, and the brand positioning is continuously adjusted and updated according to changes in operating variables. It refers to establishing a unique brand image related to the target market for the enterprise, thereby leaving a deep impression in the minds of consumers, so that consumers can use it to distinguish other brands.

Remember to adopt it

Question 8: How can we accurately position the brand based on the brand positioning map analysis method? We must first conduct brand research, that is, through 3C analysis, SWOT analysis and brand positioning map analysis, we can analyze the brand’s position in the minds of consumers. Comprehensive diagnosis and analysis of the situation, so as to accurately establish the brand strategic positioning. The three major methods to determine the brand positioning strategy are detailed as follows: The 3C analysis method refers to the micro-environment in which the enterprise is located - consumers (Customer). Conduct a comprehensive marketing scan from three major aspects: competitors (petitors) and the company itself (Corporation). The essence of marketing is to "meet the needs of consumers." It can be seen that consumer analysis mainly includes the following aspects: consumer demographic characteristics ( Competitor analysis mainly includes age, gender, occupation, income, education, etc.), consumers' personality characteristics, consumers' lifestyles, consumers' brand preferences and brand loyalty, consumers' consumption habits and behavior patterns, etc. It includes the following content: the company's main competitive brands, the company's position in the competition, the product characteristics of the competitive brands, the brand positioning and brand image of the competitive brands, the communication strategies of the competitive brands, etc. The company analysis mainly audits the current situation of the company's brand. It mainly includes the following contents: the communication strategy of competitive brands, the company's product characteristics, the company's existing target market, the company's brand image in the minds of consumers, the company's existing brand communication strategy, the company's existing brand awareness and reputation etc. Brand positioning map analysis method SWOT analysis method is one of the most common analysis tools in strategic management theory. It is a systematic evaluation that comprehensively considers various factors of the company's external environment and internal conditions to select the best business strategy. method.

Among them, S refers to the strengths within the enterprise (Strengths), W refers to the weaknesses (Weaknesses) within the enterprise, O refers to the opportunities in the external environment of the enterprise (Opportunities), and T refers to the threats in the external environment of the enterprise (Threats). ). For the preliminary research and analysis of brand positioning, SWOT analysis tools are also applicable, but the objects analyzed at this time are more microscopic, and it mainly focuses on content related to the corporate brand. The emotional positioning of Haagen-Dazs - creating the taste of love (Shenzhen Special Zone News, 2005-12-21) "If you love me, treat me to Haagen-Dazs." Since entering China in 1996, this classic advertising slogan of Haagen-Dazs has spread rapidly in Beijing, Shanghai, Guangzhou, Shenzhen and other cities like a "love virus". For a time, Haagendies ice cream became a fashionable food among the urban bourgeoisie. However, Haagen-Dazs is clearly still a luxury product. Haagen-Dazs is the most expensive ice cream brand in the 55 countries it enters. Haagen-Dazs has never been shy about saying that its consumer group is a young group at the top of the income pyramid who pursue fashion. While investing huge sums of money to ensure product quality, its prices are also unceremonious. The cheapest small bucket costs more than 30 yuan, while the most expensive ice cream cake costs more than 400 yuan. To put it bluntly, Haagen-Dazs is more than just an ice cream, it represents a fashionable lifestyle and taste. Because of labeling itself as an eternal emotion, Haagen-Dazs has never had to worry about sales. For those loyal "fans", eating Haagen-Dazs is the same as giving roses. They only care about love. Haagen-Dazs connects its products with the sweetness of love, attracting lovers to visit frequently. The affectionate feeling exuded inside and outside the store adds to the depth of the brand's image. Haagen-Dazs's product manuals and posters all use romantic scenes of couples embracing each other in order to fully convey the brand appeal of "pleasant experience". The decoration, lighting, lines and colors of tables and chairs in its stores also try their best to highlight this theme. Every detail shows love, and Haagen-Dazs understands the emotional meaning contained in ice cream. Since its birth in the Bronx, New York, in 1921, Haagen-Dazs has been endowed with romantic and emotional elements. Vanilla from Madagascar represents endless longing and love, pure and fragrant chocolate from Belgium symbolizes the sweetness and strength of love, bright red strawberries from Poland represent jealousy and testing, and coffee from Brazil is the embodiment of humor and favor. These top-quality raw materials from all over the world have Haagen-Dazs’ unswerving love for nearly a hundred years. They combine excellent craftsmanship and immortal emotions to create a variety of unique and romantic desserts that will leave your lips and teeth delicate and fragrant. The smooth taste creates a lasting aftertaste of love. Self-expression interest positioning strategy expresses product...gt;gt;

Question 9: What is market positioning? It refers to the position of an enterprise's existing products in the market based on competitors' products, targeting The degree to which customers attach importance to certain features or attributes of such products creates a distinctive and impressive image for the company's products, and vividly conveys this image to customers, thus making the product certain in the market. proper location.

Market positioning is not what you do with a product itself, but what you do in the minds of potential consumers. The essence of market positioning is to strictly distinguish the company from other companies, so that customers can clearly feel and recognize this difference, thereby occupying a special position in the minds of customers.

Market positioning can be divided into repositioning of existing products and pre-positioning of potential products. Repositioning an existing product may result in changes to the product's name, price, and packaging, but the purpose of these cosmetic changes is to ensure that the product leaves an image worth purchasing in the minds of potential consumers. Pre-positioning of potential products requires marketers to start from scratch so that the product features truly match the chosen target market.

When a company is positioning its market, it must, on the one hand, understand the characteristics of its competitors' products; on the other hand, it must study the importance consumers place on the various attributes of the product, and then conduct analysis based on these two aspects before selecting this product. The characteristics and unique image of the company's products.

Content of market positioning

1. Product positioning: Focus on product entity positioning quality/cost/features/performance/reliability/usability/style/……

2. Corporate positioning: that is, corporate image building brand/-employee ability/knowledge/expression/credibility

3. Competitive positioning: determining the market position of the company relative to competitors

For example, 7-up soda calls it a "non-cola" drink in its advertisement, implying that other cola drinks contain caffeine and are harmful to consumers' health.

4. Consumer positioning: Determine the company’s target customer group

Question 10: What is the brand positioning of M-Zone? Choose A.

I just answered it, correct.