In the era of high homogenization and differentiation of products, it is necessary for the brand of the enterprise to occupy a unique and favorable position in the minds of consumers. When consumers have demand for such products or services, the brand of the enterprise can be consumed. Jump out of the candidate brand class.

Compared with the attached position, it is to climb the famous brand, compare the famous brand to position its own products, and hope to enhance the image of the brand with the brilliance of famous brands. Attachment positioning is usually implemented in the following three ways:

1. "Secondism" means that the first brand of the market is clearly recognized, and it is only the second. This kind of strategy will make people feel a modest and sincere impression on the company. It is believed that the company is true and reliable, so it is easier for consumers to remember this order that is often difficult to enter people's minds. The most famous example of Secondism is the positioning of the American Avis Taxi Company "We are the second, we have to work harder."

2, Panlong Fufeng: First of all, it is recognized that the brand has achieved outstanding achievements in the market, although the brand is self-proclaimed, but in a certain area or in a certain aspect, it can also be in line with these brands that are most popular and trusted by consumers, evenly divided. This is represented by the positioning of “Ningcheng Old Kiln – Seymour Moutai” of Ningcheng Laojiao in Inner Mongolia.

3. Club strategy: If the company can't get the first place in the market and can't climb the second place, then it will use this strategy. It hopes to use the group's prestige and fuzzy mathematics to play a strict club-style senior group brand. Emphasize that he is a member of this high-level group, and thus use his brilliant image of other leading brands in the market to raise his status image. This is represented by the Chrysler Automobile Company of the United States. His position is "one of the top three cars in the United States." This positioning makes consumers feel that Chrysler is the best car manufacturer like the first and second GE and Ford.

The positioning of interests is based on the product or the benefits that can be provided to consumers and the degree of problem solving. Since the information that consumers can remember is limited, it is often only a strong appeal to a certain interest, which is easy to produce a deep impression. This is positioned in the "soft" of P&G's resilience; Head & Shoulders is positioned in the "head dandruff"; Pantene is positioned as "hair care".

The content of the USP positioning strategy is based on research on products and target consumers, looking for the most unique parts of the product characteristics that are most suitable for competitors that best meet consumer needs. This is the "US-only positioning" and the "27-layer purification" of Robust pure water in the US M&M chocolate's "only soluble in the mouth, insoluble in the hands". Another example is L'Oreal Paris: Contains mineral water from the French Vosges Mountain SPA, which locks in moisture.

The positioning directly targets a certain type of consumer group, and highlights products specifically for such consumer groups to obtain the recognition of the target consumer groups. Combining the brand with the consumer will help to enhance the sense of belonging of the consumer and create the feeling that “this brand is tailor-made for me”. Such as the "man's world" of Jin Lilai, the "Marlboro man" of Marlboro cigarettes, the "Haswei's man" of Haswell's shirt, and the "Become a full material" position of the US Military Recruitment Agency.

Market blank positioning refers to the introduction of products or services that can effectively meet the needs of this market segment by segmenting market segments that are not valued by competitors or that competitors are still able to capture in the future. Such as the positioning of Xi'an Janssen's "Tao Le to dandruff special effects" and the positioning of the Coca-Cola juice brand "Quer".

This positioning is to make a clear distinction with some well-known and common-type products, positioning their brands on the opposite side of competitors. This positioning can also be called the positioning of the boundaries with competitors. "Seven hi, non-cola" is represented.

According to the value of the brand in the minds of consumers, the brand can be divided into different grades, such as high-end, mid-range and low-end. Brands of different grades bring different psychological and emotional experiences to consumers. Commonly, the positioning strategy of luxury brands is For example, ** "** has never changed the world, just leave it to the person who wears it", Vacheron Constantin's "You can easily have time, but can't easily own Vacheron Constantin" and Parker's "President uses Parker" Positioning.

That is, combined with the quality and price of the control, quality and price are usually the most important factors for consumers, and they are often combined with each other, but different consumers have different priorities. For example, the target market of a certain product is medium. A rational buyer of income can be positioned as a “value for money” product, as opposed to “high quality and high price” or “good value for money”. This is represented by Dell's "value for money, affordable choice" and the use of "only choose the right, do not buy expensive".

Incorporating cultural connotation into the brand and forming cultural brand differences, this cultural orientation can not only greatly enhance the brand's taste, but also make the brand image more unique. The wine industry uses this positioning more, such as the “difficult and confused” “doodle culture” introduced by Zhujiang Yunfeng Wine Industry and the “Following of Jinliufu – Chinese blessing” by Jin Liufu. The positioning of the "culture".

Comparative positioning refers to determining your own positioning through objective comparison with competitors. It can also be called positioning of competitors. In this positioning, companies try to change the existing image of competitors in the minds of consumers, find out their shortcomings or weaknesses, and compare them with their own brands to establish their position. This is represented by Tylenol's "for thousands of people who should not use aspirin, please choose Tylenol".

Emotional positioning refers to the use of products to directly or indirectly impact the emotional experience of consumers to position, use appropriate emotions to arouse the consumer's innermost identity and resonance, adapt and change the consumer's psychology. For example, Naes, Shufujia and other brands, emotional positioning is very accurate.

The chief positioning emphasizes that it is the leading position in the same industry or similar products, and has unique characteristics in one aspect. The slogan of “authentic”, “first”, “first market share” and “first sales volume” is used in advertising, which is the application of the chief positioning strategy. This is represented by Budweiser's "the world's largest and most famous American beer".

The orientation of business philosophy is that the company uses its own business philosophy with distinctive characteristics as the positioning appeal of the brand, embodying the inherent essence of the enterprise and describing it with more precise words and language. TCL's business philosophy of “creating value for customers, creating opportunities for employees, and creating benefits for the society” is represented. With the advent of the humanistic spirit era, this positioning will receive more and more attention.

Conceptual positioning is to make products and brands occupy a new position in the mind of consumers, form a new concept, and even create a mindset to gain consumer recognition and make purchase desires. This type of product can be either a pre-existing or a new product. The positioning of the "Wenquxing" electronic dictionary of Jinyuan Ship is represented. Wenqu Xingye became synonymous with electronic dictionaries.

Self-expression orientation refers to the promotion of unique personality by expressing a unique image of the brand, and making the brand a carrier and medium for consumers to express their personal values and aesthetic tastes, express themselves and declare themselves different. Self-expression orientation reflects a social value and gives consumers an aesthetic experience and a sense of happiness that expresses their own personality and lifestyle. Like Pepsi's "Young New Generation Choice," it finds the market from young people and positions itself as a new generation of cola. Li Wei’s “different cool, identical pants”, in the younger generation, cool culture seems to be a culture from time to time, clinging to the cultural characteristics of this group of people with a constantly changing “cool” image The ad appeared to impress the new "cool" people at the cutting edge of fashion, keeping the brand fresh and lasting productivity.

    Southwest Airlines has become the most profitable airline in the United States by positioning itself as “single class”. By positioning itself as “driving”, BMW took full advantage of the weakness of Mercedes-Benz in the hearts of its customers (inconvenient to move), and the result turned from a bankrupt brand to a strong brand in the world. Yunnan Baiyao Band-Aid has repositioned the strategic shortcomings of brand Bundi (no medicine) through “getting medicine faster”, and anti-customer has become the leading brand.

    It can be seen that the importance of repositioning when the brand does not work on a road. So, from now on, think about whether your product or brand needs to be repositioned?

Original: Zhang Jun Peking University