Question 1: What is the difference between product positioning and brand positioning? Brand positioning often determines the development core for the brand itself and is the basis for the formation of a brand.

Better concentration of resources through positioning Sexual integration to avoid waste and improve the utilization rate of resources

Brand positioning contains more things, core audience, brand story, brand value, brand spirit, brand image, brand language, brand goal, brand slogan, etc. A series of things belong to brand positioning. Content

Strategic positioning is the overall layout and promotion method based on brand positioning

Strategy usually also distinguishes between product strategy and brand strategy

Further subdivided It is also divided into national strategy and regional strategy

And regional strategy can still continue to be subdivided into mass market and model market

However, no matter which one is based on brand positioning as the core, through brand The "points" determined in the positioning form the driving force of the "face"

In other words, strategic positioning is a means based on the development plan established by the brand positioning

If you have to find a If there is a difference in image, then brand positioning is the root and strategic positioning is the trunk

The two are complementary and indispensable

I hope it will be helpful to you

Question 2: What is brand positioning? Brand positioning refers to the commercial decision-making of an enterprise on the cultural orientation and personality differences of a specific brand based on market positioning and product positioning. It is to establish a brand image related to the target market. process and results. 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 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 that "only dissolves in the mouth, not in the hands" and the "27 layers of purification" of Bai's purified water, which is a classic domestic USP positioning. Another example is L'Oréal 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 brands with consumers can help enhance consumers' sense of belonging and make them feel like "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 an enterprise’s use of market segmentation strategies to launch market segments that are not taken seriously by the market or that competitors have not yet had time to occupy. 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 "......>>

Question 4: What is the brand positioning? Positioning can be divided into two types< /p>

One is the book "Positioning" by Reese and Trout, which is a classic in the marketing industry

The other is high-end positioning that is different from Trout's "High-end Positioning, Just Do This Brand" 》Feng Guoying writes about Chinese local brands in a targeted manner

Question 5: What is brand positioning? Imitation can only create similarity, but personality can create admiration! Personality conquest is the core level of brand loyalty. 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 starts from "product functional appeal" and "brand emotional appeal". Has transitioned to "brand cultural appeal".

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 1-3 above; 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 6: 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 must analyze the brand’s positioning Comprehensive diagnosis and analysis of the situation in consumers' minds, so as to accurately establish the brand's strategic positioning. Three ways to determine your brand positioning strategy. The specific breakdown is as follows: The 3C analysis method refers to a comprehensive marketing scan of the three major aspects of the micro-environment in which the enterprise is located - consumers (Customer), competitors (petitor), and the enterprise 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 (including age, gender, occupation, income, education, etc.), consumer personality characteristics, consumer lifestyle, consumer brand preference and Brand loyalty, consumer consumption habits and behavior patterns, etc. Competitor analysis mainly includes the following contents: the company's main competitive brands, the company's position in the competition, the product characteristics of the competing brands, the brand positioning and brand image of the competing brands, the communication strategies of the competing brands, etc. Enterprise analysis mainly audits the current situation of the enterprise's brand, which mainly includes the following contents: the communication strategy of competitive brands, the enterprise's product characteristics, the enterprise's existing target market, the enterprise's brand image in the minds of consumers, and the enterprise's existing brand communication strategy, the company’s existing brand awareness, 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 method that comprehensively considers various factors of the company's external environment and internal conditions, conducts systematic evaluation, and selects the best business strategy. . 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. The self-expression interest positioning strategy uses performance products... >>

Question 7: What aspects does brand positioning include? Product positioning must start from the needs of consumers - human beings. Doctrine is the basic principle of product positioning. What is a product can be described from the perspective of humanism. Products are materialized services designed for people's needs. Various products such as food, clothing, housing, and transportation are all designed for people's certain service needs. For example, pens are used to write and draw, paper is used to carry information, etc. People have various needs, and the products that serve them come in all shapes and sizes. With the development of society, people's needs are constantly evolving and changing, and products that serve people's needs are constantly being introduced. In order to improve the competitiveness of their products, manufacturing companies must innovate or update their products according to people's needs and constantly adjust product positioning. Although people's needs are diverse and ever-changing, there are still basic rules to follow in product positioning. This basic rule is to obey consumers’ basic value judgments on commodities. Basic value includes the function, quality, style and price of the product. Function, quality, style, and price are the four most basic elements for people to judge the value of goods. They are four in one, coexist, and cannot be eliminated. If an enterprise's products cannot adapt to these four elements and their characteristics that vary from person to person and change from time to time, they cannot become commodities. Product positioning must be based on consumers' recognition of these four elements.

Question 8: What does brand positioning mean? How is Trout doing in this regard? I think Trout did a great job here