Southwest Airlines became the most profitable airline in the United States by positioning itself as a "single class" airline. By positioning itself as "driving", BMW took full advantage of Mercedes-Benz's weakness (inconvenience in mobility), which was strong (noble) in the minds of distinguished customers. As a result, it turned from a brand on the verge of bankruptcy into a powerful brand that is popular in the world. Yunnan Baiyao Band-Aid repositioned the strategic shortcoming of the brand Band-Aid (no medicine) through the slogan "Get better faster with medicine", and turned it into a brand that mainly focuses on customers.

It can be seen that when a brand fails to work on a certain path, the importance of repositioning is important.

In an era of high homogeneity and differentiation of products, it is necessary for the company's brand to occupy a unique and favorable position in the minds of consumers. When consumers have demand for such products or services , the company's brand can jump out among consumers' candidate brands.

1. Comparative positioning method

Comparative positioning means clinging to famous brands, positioning one's own 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 positioning of American Avis Taxi Company: "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 among consumers 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" and "Maotai Beyond the Great Wall".

3. Club strategy: If a 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 reputation of the group and fuzzy mathematics to create a market that will be strictly restricted. The club-style high-end group brand emphasizes that one is a member of this high-end group, thereby raising one's own status image with the help of the glorious image of the club's other market-leading brands. 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 a better 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 a classic domestic USP positioning based on the positioning of American M&M chocolate that only dissolves in the mouth but not in the hands and the 27-layer purification of Robust purified water. 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. For example, Goldlion's "Man's World", Marlboro cigarettes' "Marlboro Man", Hathaway's shirt's "Man Wearing Hathaway", and the U.S. Selective Service's "Men's World" have become an all-purpose brand.

5. Market Blank Point Positioning

Market Blank Point Positioning refers to the company’s use of market segmentation strategies to launch market segments that are not taken seriously by anyone or that competitors have not yet had time to occupy. Products or services that effectively meet the needs of this market segment. Such as the positioning of Xi'an Janssen's "Caile" anti-dandruff medicine 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 commonplace 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 People have different psychological feelings and emotional experiences. What is common is the positioning strategy of 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 The President, who cannot easily own Vacheron Constantin and Parker, uses the positioning of Parker.

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 in combination with each other. , but different consumers have different priorities. For example, if the target market of a certain shopping product is middle-income and sensible buyers, it can be positioned as a "value for money" product as a product that is consistent with "high quality and high price" or "high quality and high price". Good quality and low price? Opposite positioning. This is represented by Dell Computer's "Great value for money, affordable choice" and Diaopai user's "Only choose the right one, don't buy the expensive one".

9. Cultural positioning

Integrate cultural connotation into the brand to form cultural brand differences. This cultural positioning can not only greatly improve the taste of the brand, but also make the brand image more unique. Characteristic. The wine industry often uses this positioning, such as the "Little Muddleheaded Fairy" and "Rare Muddleheaded" "Muddleheaded Culture" launched by Zhujiang Yunfeng Winery and the "Luck and Luck Culture" of Jinliufu's "Jinliufu People's Blessing Wine". position.

10. Comparative positioning

Comparative positioning refers to determining one's own positioning through objective comparison with competitors, which can also be called positioning to exclude competitors. In this positioning, the company tries to change the competitor's existing image in the minds of consumers, find out its shortcomings or weaknesses, and compare it with its own brand to establish its position. This is represented by Tylenol's "For the millions of people who are not suitable to use aspirin, please choose Tylenol".

11. Emotional positioning

Emotional positioning refers to the use of products to directly or indirectly impact the emotional experience of consumers for positioning, and to use appropriate emotions to arouse consumers' innermost feelings. Recognize and resonate, adapt to and change consumer psychology. Zhejiang Naisi's Diao brand washing powder took advantage of society's concern about the issue of laid-off workers and positioned it as a "laid-off film" called "Mother, I can help you work". The true expression of it caused tremors and strong emotions deep in the hearts of consumers. The emotional resonance makes the brand image of "Naisi" and "Diaopai" more deeply rooted in the hearts of the people. Another example: Yamaha Piano's "Children who learn piano will not become bad", this is the most famous advertising slogan in Taiwan. It captures the mentality of parents and adopts a psychological attack strategy. It does not talk about the advantages of piano, but starts learning piano. The angle that is conducive to the physical and mental growth of children attracts their parents.

12. Chief positioning

Chief positioning emphasizes that one is the leader in the same industry or similar products and has unique characteristics in a certain aspect. When an enterprise uses slogans such as "authentic", "one of a kind", "first in market share", "first in sales", etc. in advertising, it is the use of the chief positioning strategy. This is represented by Budweiser's position as the world's largest and most famous American beer.

13. Business philosophy positioning

Business philosophy positioning is when an enterprise uses its own distinctive business philosophy as the positioning appeal of the brand, embodies the inner essence of the enterprise, and uses more precise words and describe it in language. If a company has a correct corporate purpose, a good spiritual outlook and a business philosophy, then by adopting a concept positioning strategy, it will be easy for the company to establish a corporate image that makes the public feel good, thereby increasing the value of the brand (especially the emotional value) and enhancing Brand image. This is represented by TCL's business philosophy of "creating value for customers, creating opportunities for employees, and creating benefits for society". With the advent of the humanistic spiritual era, this positioning will receive more and more attention.

14. Conceptual positioning

Conceptual positioning is to make products and brands occupy a new position in the minds of consumers, form a new concept, and even create a mindset , to gain the recognition of consumers and make them have the desire to buy.

This type of product can be a previously existing product or a new product category. This is represented by the conceptual positioning of Henderson Weiye Business Link's "mobile phone, pager, and business communication" and the positioning of Jinyuanjian's "Wenquxing" electronic dictionary. Business Link has become synonymous with PDA, and Wenquxingye has become synonymous with electronic dictionaries.

15. Self-expression positioning

Self-expression positioning refers to expressing a certain unique image of the brand, promoting the unique personality, and allowing the brand to become a consumer's expression of personal values ??and aesthetic tastes. A vehicle and medium to express yourself and declare yourself unique. Self-expression positioning embodies a social value and can give consumers an aesthetic experience and happy feeling that expresses their own personality and life taste. For example, Pepsi's "choice of the young generation" finds the market from young people and positions itself as the cola of the new generation. Levi's jeans' "different cool, same pants", among the younger generation, cool culture seems to be a culture that never goes out of style, seizing the cultural characteristics of this group of people with ever-changing "cool" images Advertising appears to impress those fashion-forward new "cool" people, keeping the brand fresh and lastingly productive.