In other words, it means to determine a suitable market positioning for a specific brand and let the goods occupy a special position in the hearts of consumers.
Extended data
Brand positioning is the act of providing value by establishing brand image, and it is the process and result of establishing brand image related to the target market.
The presentation and application of brand positioning has its theoretical basis.
(1) People only see what they want to see.
People only look at what they like, and the more they look at what they don't like, the more disgusted they are. Instead of aesthetic feeling, I feel uglier.
A brand with accurate positioning guides people to experience goodness and beauty. On the contrary, an unknown brand often feels that it has many characteristics inferior to other commodities.
Advertising is a powerful weapon for sales promotion, because it constantly conveys to potential customers the miracles and feelings they expect.
(2) People reject things that are not equal to their consumption habits.
Consumers often form certain good habits in their long-term purchase and consumption behavior.
For example, some people like to go to big shopping malls to buy clothes and home appliances, and go to supermarkets to buy daily necessities and food; Some people like to drink juice, others like to drink coke ... Consumption habits are inertia, and once formed, it is difficult to change, which requires great efforts from enterprises.
Brand positioning is conducive to cultivating consumption habits and improving customer loyalty.
(3) People's memory of the same thing is limited.
As we mentioned earlier, this is an era of information overload, and the types of products are unprecedented. However, people's memory is limited, and few people can accurately list more than seven brands of similar goods. People often remember that they can become the "first and second" in the market, and they often think of some well-known brands first when buying.
Brand-name products such as Coca-Cola, Kodak, IBM and Motorola are often the first choice in consumers' minds.