How to accurately position the brand, we must first conduct brand research, that is, through 3C analysis, SWOT analysis and brand positioning map analysis, a comprehensive diagnosis and analysis of the brand's situation in the minds of consumers. This way the brand strategic positioning can be accurately established. 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 (Competitor), 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 systematic evaluation that comprehensively considers various factors of the company's external environment and internal conditions, so as to Methods for choosing the best business strategy. Among them, S refers to the strengths within the enterprise (Strengths), W refers to the disadvantages (Weaknesses) within the enterprise, O refers to the opportunities (Opportunities) in the external environment of the enterprise, and T refers to Threats from the enterprise's external environment (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 obviously 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.

Haagen-Dazs has never had to worry about sales because of labeling itself as an eternal emotion. 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 lovers embracing passionately 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 benefit positioning strategy allows the brand to become a carrier and medium for consumers to express their personal values, aesthetic tastes, self-personality, life taste, and inner expectations by expressing a certain unique image and connotation of the brand, so that consumers can gain a sense of self. Happy feelings of contentment and narcissism. If the "spokesperson" of the juice brand "Queer" is a big-headed doll, with his right hand on his hip and a juice drink in his left hand, he is saying "Qoo..." intoxicatedly. This slightly clumsy but not easily discouraged blue queer image fits the bill perfectly. Children are "happy, like to help others, but also like to imitate adults". Children see queer people as if they see themselves, so they win the love of children. For example, Langsha socks industry persists in promoting the brand connotation of "moving, attractive, elegant and fashionable", giving consumers the inner satisfaction of being beautiful, charming and avant-garde. For example, Chamon Suit is positioned as "007's choice" and is extremely attractive to consumers who desire bravery, wisdom, cool beauty and heroes.

In 1997, American marketing scholar Walker.Chip first proposed "brand core value". He believes that brand core value is the soul of a brand. It is the main part of brand assets. It allows consumers to clearly and clearly identify and remember the interests and personality of the brand. It is what drives consumers to identify, like and even fall in love with a brand. main force. To be different from competing brands, a brand must have a unique core value. The core value of a brand is the brand's DNA. It is a unique value proposition, a personality, and a promise that the company wants to convey to consumers. This core Value actually refers to the unique benefits that a company brings to its target consumers.