Brand positioning through brand positioning chart analysis

How to accurately locate the brand, we must first conduct brand research, that is, through 3C analysis, SWOT analysis and brand positioning chart analysis, comprehensively diagnose and analyze the situation of the brand in the eyes of consumers, so as to accurately establish the brand strategic positioning. Three methods to determine brand positioning strategy. The details are as follows: 3C analysis refers to a comprehensive marketing scan of the micro-environment of the enterprise-customers, competitors and the enterprise itself. The essence of marketing lies in "meeting the needs of consumers". It can be seen that consumer analysis mainly includes the following aspects: demographic characteristics of consumers (including age, gender, occupation, income, education level, etc. ), consumer's personality characteristics, consumer's lifestyle, consumer's brand preference and brand loyalty, consumer's consumption habits and behavior patterns, etc. The analysis of competitors mainly includes the following contents: the main competitive brands of enterprises, the position of enterprises in the competition, the product characteristics of competitive brands, the brand positioning and brand image of competitive brands, and the communication strategies of competitive brands. Enterprise analysis is mainly to audit the brand status of enterprises, including the following contents: the communication strategy of competitive brands, the product characteristics of enterprises, the existing target market of enterprises, the brand image of enterprises in the eyes of consumers, the existing brand communication strategy of enterprises, the existing brand awareness and reputation of enterprises, etc.

SWOT analysis of brand positioning chart is one of the most commonly used analytical tools in strategic management theory. It is a method to comprehensively consider various factors of external environment and internal conditions of enterprises, conduct systematic evaluation, and thus choose the best business strategy. Among them, S refers to the advantages within the enterprise, W refers to the disadvantages within the enterprise, and O refers to the external environment of the enterprise.

Opportunity, T refers to the threat from the external environment of the enterprise. For the preliminary investigation and analysis of brand positioning,

SWOT analysis tool is also applicable, but at this time, the object of analysis is more microscopic, mainly focusing on the content related to corporate brand. Haagen-Dazs' emotional orientation-creating the taste of love (Shenzhen Special Zone Daily, 2005- 12-2 1) "If you love me, please treat me to Haagen-Dazs". Since 1996 entered China, this classic slogan of Haagen-Dazs has spread like a "love virus" in Beijing, Shanghai, Guangzhou, Shenzhen and other cities. For a time, Hagen Diez ice cream became a fashionable food of urban petty bourgeoisie.

However, Haagen-Dazs is obviously still a luxury. Among the 55 countries that Haagen-Dazs entered, it is the most expensive ice cream brand. Haagen-Dazs never denies that his consumers are young people who are at the top of the income pyramid and pursue fashion. While investing huge sums of money to ensure the quality of products, its price is also not polite. The cheapest bucket costs more than 30 yuan, and the most expensive ice cream cake costs more than 400 yuan. To put it bluntly, Haagen-Dazs is not only an ice cream, but also represents a fashionable lifestyle and taste.

Haagen-Dazs never worries about sales, because he labels himself with eternal emotion. For those loyal fans, eating Haagen-Dazs is just like sending roses, only caring about love. Haagen-Dazs associates his products with the sweetness of love, attracting lovers to patronize frequently. The deep affection outside the store adds to the image depth of the brand. Haagen-Dazs' product manuals and posters all adopt romantic scenes where couples embrace passionately, conveying the brand appeal of "pleasant experience" to the fullest. The decoration, lighting, lines of tables and chairs, and the use of colors of its specialty stores are also trying to set off this theme. Every detail shows love, and Haagen-Dazs knows the emotional significance of ice cream. Since 192 1 was born in Bronx, new york, USA, Haagen-Dazs has been endowed with romantic emotional elements. Vanilla from Madagascar represents endless yearning and admiration, pure and fragrant chocolate from Belgium symbolizes sweetness and strength in love, bright red strawberry from Poland represents jealousy and test, and coffee from Brazil is the embodiment of humor and love. These top-grade raw materials from all over the world are condensed with Haagen-Dazs' unswerving love for nearly a hundred years, combined with excellent craftsmanship and immortal emotions, to create a variety of romantic desserts with unique customs, making the lips and teeth delicate and smooth, and creating a lasting aftertaste of love. Self-expression interest-oriented strategy, by expressing a certain unique image and connotation of the brand, makes the brand become the carrier and medium for consumers to express their personal values, aesthetic tastes, self-personality, life tastes and expectations, and enables consumers to get a happy feeling of self-satisfaction and narcissism. If the "spokesperson" of the juice brand Queer has a big head doll with her right hand akimbo and a juice drink in her left hand, she says "Qoo ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… For example, Langsha socks persistently publicizes the brand connotation of "moving, charming, elegant and fashionable" and gives consumers a sense of satisfaction with its beautiful, charming and avant-garde performance. For example, Chamonix suits are positioned as "the choice of 007", which is very attractive to consumers who are eager for courage, wisdom, cool beauty and heroes.

From 65438 to 0997, Walker. Chip, an American marketing scholar, first proposed "brand core value". He believes that the core value of the brand is the soul of the brand and the main part of the brand assets. It allows consumers to clearly identify and remember the interests and personality of the brand, and is the main force driving consumers to identify, like or even fall in love with a brand. A brand must have unique core values in order to be different from competitive brands. The core value of the brand is the DNA of the brand, which is a unique value proposition, a personality and a commitment that the enterprise wants to convey to consumers. This core value actually refers to the unique benefits that the enterprise brings to the target consumers.