Qiao Chunyang: The Development Of Brand Positioning

　　 Brand positioning It is the element that can be used for brand positioning. These elements are included in products, such as quality, performance, structure, use, appearance, price, and use pleasure, but not limited to products. In principle, as long as delineation of brand image components can be used as brand positioning. Brand target market, Brand service Brand competitors, brand advocates and so on are all rich in positioning factors. Brand operators should be diligent in observing and thinking, and be good at mining brand positioning from different levels and perspectives. Mining location points can help enterprises find new and unique brand positioning, create significant differences, highlight brand personality, attract consumers' eyeballs, and make brands occupy a favorable position in the minds of consumers, so as to make the positioning successful.

Product is the material carrier of brand. Brand is the manifestation of product individuation, the enrichment of product characteristics, representing the consistent commitment of product quality, interest and service. Positioning from product angle is the most basic point of brand positioning.

(1) location points generated by product attributes.

Brand comes from products, which is the imprint of products. In the initial stage of brand development, brand and product are often confused, so product attributes become the most original source of brand positioning. At that time, the brand positioning mainly emphasized "quality", "advanced technology", "excellent performance", "unique structure", "fashionable style" and so on. Looking back at the initial stage of reform and opening up, the commodity economy is still underdeveloped and the brand concept is still very weak. At that time, the product advertisements were mostly such sets of words, empty and lack of new ideas. With the development of science and technology, the fierce competition in the market and the increasing variety of products, the phenomenon of homogenization of products is very serious. It is not easy to maintain the absolute superiority of products or the unique performance of one aspect. Therefore, this positioning method is easily emulated by competitors and is difficult to sustain. For example, the Head and Shoulders brand of Procter & Gamble has been positioned as "Dandruff", and was launched in 1980s, which was warmly welcomed by consumers and became one of the best-selling shampoo brands at that time. But soon, products with the same functional properties continue to enter the market, and Head and Shoulders loses its strength.

Today, we want to use product attributes as the basis. brand positioning There are generally two cases of success. One situation is that the performance is very special, it is difficult to imitate for the opponent, or imitation will give people a sense of humor. This uniqueness can be maintained and become a good brand positioning point, for example, Ivory soap will float. Another situation is that the performance of a product is very much concerned by consumers and needs continuous improvement. For example, the safety of automobiles is a matter of great concern to automobile consumers, which has become an important reason for Volvo's success in positioning safety. In addition to these two situations, positioning based on product attributes is becoming more and more difficult, and a little carelessness can lead to failure.

　 (two) the benefits of products to consumers as the positioning point.

Brand can bring consumers' functional interests and emotional interests to express consumers' functional appeals and emotional appeals. Based on this, brand positioning is an important means of positioning development. Such as "Colgate, no tooth decay", "Crest, strong teeth", "Ding Lin Ling, enhance gastric motility" and so on belong to this category.

Using product interest points to locate, this interest point should be the core interests of consumers rather than the additional interests. The brand is first developed or first expressed, otherwise it will not be of great value. In addition, the use of product interest point positioning, generally only applies to a brand of a product, once the brand extension, product diversification, this positioning will be a problem.

(three) search for brand positioning according to product category.

By comparing with famous brand products, it is an important way to get the brand positioning. In fact, this is to make oneself famous by borrowing the light of famous brand products, and a little "standing on the shoulders of giants". For example, 7UP was positioned as "non Cola" and became famous overnight. This positioning is easy to succeed, making the brand a synonym for such products in a short time. But such positioning is far from enough, because imitators will soon follow. If we want to truly gain a foothold in the market, we must also highlight the brand personality and enrich the brand connotation.

　 (four) locate location based on product quality price relationship.

Quality is the cornerstone of brand, the essence and life of brand, and an important pillar of brand prosperity. Consumers are concerned about the quality of their products. Why do consumers like famous brands? Because brands reflect high quality, and it is precisely because of high quality that they cast famous brands. Price is the monetary manifestation of value, and it is an important yardstick for measuring the grade of products. Quality and price are related to the immediate interests of consumers. Different quality or price will cause different psychological reactions to consumers. Ordinary consumers will think that good goods are not cheap, but cheap goods are not good. The price is high, there must be a high reason; the price is low, there must be a low reason. Because many consumers lack expertise and skills to identify product quality, price is used as an indicator of quality.

Quality price positioning is generally considered in three ways: first, high quality. It only emphasizes high quality but not price. It brings happiness, honor and satisfaction to consumers, such as Rolls-Royce's best cars and Louis's top thirteen wines. Second, the price is reasonable and the quality is reliable. This is mostly a popular brand, such as carving (washing powder), with "not to buy expensive, only to choose the right" as the consumer oriented brand positioning. Third, high quality and low price. Positioning with superior quality price ratio emphasizes that the same quality and price are better, and the same price and quality are better.

Of course, some products simply do not mention quality, only emphasize high prices. If Joy brand is the most expensive perfume in the world, the count's position is the most expensive watch in the world.