The positioning significance of brand positioning

1. Create brand core value. Successful brand positioning can fully reflect the brand's unique personality and differentiated advantages, which is the core value of the brand. Weng Xiangdong, a well-known brand strategy expert, believes that the core value of a brand is the soul of a brand and the main force that makes consumers like or even fall in love with a brand. Brand core value is the most important part of brand positioning. Together with the brand identity system, it constitutes the unique positioning of a brand.

2. Establish long-term and stable relationships with consumers. When consumers can truly feel the brand's strengths and characteristics, and are attracted by the brand's unique personality, it becomes possible to establish a long-term, solid relationship between the brand and consumers.

3. Provide direction for the company's product development and marketing plans. The determination of brand positioning can enable enterprises to realize the aggregation of their resources. From then on, product development must fulfill the promises made by the brand to consumers. Various short-term marketing plans cannot deviate from the direction of brand positioning. Enterprises must shape themselves according to brand positioning. . Modern society is an information society. People are bombarded with information from the moment they open their eyes. Consumers are besieged by information and overwhelmed. All kinds of information, materials, news, and advertisements are overwhelming.

Take newspapers as an example. American newspapers use more than 10 million tons of paper every year, which means that each person consumes 94 pounds of newspapers every day. Generally speaking, a metropolitan newspaper, such as "21st Century Business Herald", may contain more than 500,000 words. Calculated at an average reading speed of 300 words per minute, it would take almost 30 hours to read it all. If you read carefully, you can't finish reading a newspaper even if you don't do anything else, eat or sleep in a day. Not to mention the wide variety of media tools in modern society, and the information on TV, magazines, and the Internet is overwhelming and updated rapidly.

With so many media, so many products, and so much information, it is inevitable that consumers will be at a loss as to what to do. This also makes many promotional efforts of enterprises go to waste and fail to achieve the desired results.

Scientists have discovered that people can only accept a limited amount of feelings. Beyond a certain point, the mind goes blank and refuses to engage in normal functions. At this time of "over-feeling," the only wise choice for a company is to compress information, implement positioning, and create an image for its products that can best impress potential customers. Brand positioning enables potential customers to have a correct impression of the brand. understanding, and then generate brand preference and purchase action. It is a shortcut for corporate information to successfully lead to the minds of potential customers. Brand positioning is the act of providing value to establish a brand image, and it is to establish a brand image related to the target market. Process and results. The proposal and application of brand positioning have its theoretical basis.

(1) People only see things they are willing to see.

People only see and accept things they like. , the more you see something you don’t like, the more you feel disgusted. Not only does it have no sense of beauty, but it makes it even more ugly. A well-positioned brand guides people to experience good and beautiful things. On the contrary, for an unknown brand, people often feel that it is ugly. Many products are inferior to other products. The reason why advertising is a powerful weapon for promotion is that it constantly conveys the wonder and feeling that they expect to potential customers.

(2) People reject products that are not equal to their consumption habits. Things

Consumers often form specific good habits in their long-term purchasing and consumption behaviors. For example, some people like to go to large shopping malls to buy clothes and home appliances, and go to supermarkets to buy daily necessities and food; Some people like to drink juice, and some people like to drink cola... Consumption habits are inertial and difficult to change once formed. Brand positioning is conducive to cultivating consumption habits and improving customer loyalty.

(3) ) People’s memory of the same thing is limited

As we mentioned before, this is an era of information overload, and there are more types of products than ever before, but people’s memory is limited. , few people can accurately list more than seven brands of similar products. People can often remember the "first and second" brands on the market, and they often think of certain well-known brands first when purchasing.

Brand-name products such as Coca-Cola, Kodak, IBM, and Motorola are often the first choice in consumers' minds. It is impossible for any enterprise to provide all products or services to all customers in the market. Instead, it can only choose market segments with advantages based on its own specific circumstances. Otherwise, it will consider everything, fail everywhere, and be in a passive position. As the core of market positioning, brand positioning is to help companies determine the most attractive targets that can provide effective services.

The development of marketing has generally gone through four stages: namely: the mass market era, the segmented market era, the segmented era and the big marketing era. The characteristic of the big marketing era is that customer needs are price , characteristics and application guidance. It is believed that enterprises should be committed to developing products with various profit combinations, and advocates adopting different marketing combinations according to the characteristics of the market to provide products and services that better meet customer needs. Niche marketing is committed to the differentiation of products or services in application, that is, brand positioning. The differentiation of products or services not only refers to differentiation in functionality, but also includes differentiation in the added value of product culture. This These two aspects are the basis for brand positioning.