What are the main ways of enterprise brand positioning?

In the 1970s, the competition was unprecedentedly fierce, and the categories were constantly divided, so the positioning theory came into being. Since then, the dispute between consumers' minds has become the main battlefield of enterprise competition. Entrepreneurs try their best to label themselves simply in order to occupy a reasonable position in consumers' minds.

First, the essence of commercial warfare is psychological warfare, and the key to winning is mental occupation.

The core of psychological warfare is the management of consumer cognition, and a successful brand must become a representative of a category. Osseth believes that "commercial war is a war, and it is competition-oriented, and the battlefield of modern enterprise competition focuses on the struggle for consumers' minds." Whether a corporate brand can occupy a place in consumers' minds is the key to consumers' choice, purchase and enterprise success! "

Second, entrepreneurs rise and fall in business wars, and the purpose of competition is to plunder consumers' minds.

In psychological warfare, it is not the traditional factors such as factory, channel, promotion and price that measure the brand value of an enterprise, but the value factor of the brand in the eyes of consumers. Coca-Cola is worth tens of billions. Its president in China once said that even if all the Coca-Cola factories were burned down overnight, the Coca-Cola brand would not disappear. This fully illustrates the intellectual assets and functions of enterprises.

Psychological warfare in the era of positioning is also more intense than traditional competition. In the era of spiritual struggle, enterprises are either one of the best or different, and there is no other way. At the same time, the profits brought by mental competition are also more considerable, and the representatives of mental categories are often the representatives of successful brands. For example, cars: driving experience = BMW, safety = Volvo, luxury = Rolls-Royce, etc.

The first step in business war: Who is your competitor?

10 years ago, banks did not know that their main competitor was Alipay. Mobile does not know that its competitor is WeChat; In the era of mental competition, it is more difficult for enterprises to find and discover their competitors. Opponents may appear in ten years, but the influence will not weaken.

The first step in psychological warfare is to find your competitors in the vast sea of business. Enterprises need to focus on their own resources and strength. With focus, enterprises can be more aware of their competitors. Take the shampoo industry as an example: there are many shampoo brands with different emphases and different prices. Pan Ting focuses on hair nutrition, Head & Shoulders focuses on dandruff removal, and Fang La focuses on softness and so on. Industry competition has long been the Red Sea. If our shampoo focuses on dandruff removal, then Head & Shoulders will be our competitor. And Pan Ting, Fang La, Wang Ba and other shampoos do not belong to the same competition system.

After determining the competitors, we can better tap the blue ocean demand of consumers in dandruff shampoo and continue to make profits. After detailed analysis, it can be found that pure natural and plant extraction are brand-new functional points widely favored by consumers at present. If you enter the category of pure natural dandruff shampoo, you can pull the brand competition into the blue ocean and continue to make profits.

Third, psychological warfare is not only to escape from reality and make reality empty, but to establish a dominant position.

Positioning is the focus of the enterprise's own resources, and it is the concentrated explosion of the enterprise's concentrated cohesion in the psychological battlefield of consumers! At the same time, positioning is also based on enterprise resource endowment, paying attention to seeking truth from facts, rather than belittling yourself and being blind and confident.

If the positioning is compared to the iron block condensed by the strength of the enterprise, the market that the iron block can bury is the embodiment of the strength of the enterprise and the basis for whether the enterprise can win the mental battlefield. Enterprise strength is the premise of positioning and consumer success, not simply escaping from reality.

At the same time, in today's fierce competition, enterprise competition has developed from product era and media era to psychological warfare in positioning era, and the battlefield of market competition is gradually shifting from products to consumers' minds. The purpose of positioning focus is to help products win in the psychological war of consumers. The lessons of repeated business wars also tell us that no brand wants to meet everyone's needs!

Fourth, to build a mind, in addition to communication, it is also necessary to rationally reorganize enterprise resources.

Brand positioning is not a gimmick for consumers to love and choose brands. After an enterprise establishes its positioning based on its core advantages, it needs to use positioning to guide the development of the enterprise, rationally reorganize enterprise resources according to positioning, maintain the unity of enterprise products, brand promotion and corporate culture, and integrate and unify external content to ensure that consumers get a consistent cognitive experience from product promotion to purchase experience.

For example, after Yadea electric vehicle was positioned as a high-end electric vehicle in China, it not only promoted its higher end, but also cut off the low-end battery car product line that was profitable at that time, and upgraded the terminal materials, stores and telephones in an all-round way. , thus fully ensuring that Yadea has occupied the market position of higher-end electric vehicles.

Five, after successfully occupying a certain mind, we should plan our own strategy and do a good job in brand extension.

Enterprises adopt different competitive strategies according to their own strength and market competition. There are four common forms of competitive strategy: defensive warfare, offensive warfare, flank warfare and guerrilla warfare. Only leading brands can carry out defensive warfare, and the purpose of defense is to stop the second and third attacks and maintain their dominant position. Offensive warfare is a brand that challenges leaders, focusing on the weaknesses of leading brands, while shrinking product lines and concentrating superior forces as much as possible. It depends on World War I. Flanders chooses a small part of the market demand and pays attention to winning by surprise.

The essence of flank war is to lead enterprises to be invincible. Leaders don't care, consumers care. Guerrilla warfare is suitable for small and medium brands. Enterprises need to find a defensive position according to market demand. Once there are signs of failure, we should retreat quickly and make profits in the market through guerrilla warfare.

After positioning, we need to consider brand extension, and adopt corresponding brand framework to cut into the market according to market conditions. The traditional brand framework includes three strategies: single brand, endorsement brand and multi-brand. Enterprises need to extend their product lines according to the brand strategy, so I won't go into details here.