Introduction: core brand positioning is to transfer the concept of who I am

Introduction: core brand positioning is to transfer the concept of who I am, just like in our life, even in every event we participate in, will first need to define what my role is like I want to talk about some of their own understanding of brand positioning, is because in the enterprise when doing brand consulting work found that brand positioning is a is not open around the topic, but there are always a lot of controversy. For this brand things, everyone can speak a mouth, but they can not understand, and that the public reasonable, rational Po Po said. So, with only his consulting experience about one or two brand positioning. The core , brand positioning is to find a place in the market, this is the beginning of a brand. What is the brand positioning? There are a lot of argument, a concept, a name, a product, a brand new category, a slogan, or even a color, a symbol and so on. It can be said that these are the brand positioning, but not quite, because the core of brand positioning is to transfer the concept of who I am, just like in our lives, even in every event we participate in, will first need to define what my role is. Commercial activities, and many many brands, a brand is to first define who I am, is doing, and around the who I am this point, we need to have a lot of respect to plump. For example, well, I know who you are, then what is your core competency? What is your personality? What are your hobbies? These help the fullness of the method including the concept, the above said name, category name, slogan, color and so on. Red Bull, positioning for the functional drink, first take the name Red Bull is very powerful, the golden color also have enough explosive force, sleepy, tired to drink Red Bull is the direct expression of this brand positioning; the farmer mountain spring is positioned as from Qiandao Lake natural alkalescent water, the name the farmer mountain spring look very natural, we never produced by water, a slogan that we only do nature porters took the position transfer very clear. so, brand positioning in broad sense is a system, is centered around a who I am a series of planning the topic, which help to realize and intensify positioning method are many, for example to seize a word, to create a concept, the design of a symbol, but these are of things the key, core is to find their own position in market. The starting point of two, the positioning theory must be, must be the consumer demand. a lot of people think, the positioning theory does not look at the demand, do not pay attention to demand, this is biased. From a theoretical point of view, we are the most commonly used triangle positioning theory is the demand from the competition, from the brand of self, from the consumer of the 3 point of view, the consumer demand is the starting point, and then control the see whether competitors have meet this demand, matching how myself and consumer demand

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