First of all, category positioning is an identity positioning, in simple terms, that is, you use a word or a sentence to define the identity of your brand, the more concrete this identity, the better. For example, Fontainebleau's "expert and leader in high-end kitchen appliances", Peopeo's "pioneer in cups of milk tea", and Cosmetic Chuan's "expert in nighttime skincare", etc.
The first thing you need to know is that you're not the only one who can do this.
Secondly, category positioning is a value positioning, is to give your brand in the category of a value concept, this concept must be easy for consumers to understand, through this value concept can influence consumers to buy, but also to separate rivals, for example, Haier's "anti-electricity wall water heater", Cui Zi Brand "small milled sesame oil", six star brand "long-lasting fertilizer" and so on.
From the above two points of view, we can say for sure, category positioning absolutely belongs to the strategic level of marketing, because it solves the brand's top, the most core of the two issues, that is, how do you define your brand identity? What is the core value you bring to consumers?
These two questions seem simple, but the road is simple. Because the more top-level strategic issues, the more you need to answer common sense questions, just like everyone, you want to make a career in this society, you must also answer "your identity positioning in the end is what?", "you provide society with the core value of what? and "What are the core values you offer to society?". These two questions are the core propositions of career planning, the more specific you can answer these two questions, the clearer you will be the direction of your future life development. For example, your identity positioning is a university marketing teacher, your value positioning is "10 years of practical experience in the enterprise marketing teacher. This way you have a clear position in society.
What is the definition of limit and positioning
Limit means to limit the position, stipulate its position or can only be in a certain area, but also can stipulate its position can not be in a certain area.
Positioning means precise location.
What is the definition of ad targeting?The specifics of advertising positioning
A , product advertising positioning
There are two main categories of advertising positioning: entity positioning and conceptual positioning.
(a) entity positioning
The so-called entity positioning is to highlight the new value of the product in the advertising campaign, emphasizing the differences between the brand and similar products as well as to bring greater benefits to consumers. Entity real position can be distinguished as market positioning, product positioning, quality positioning, price positioning and efficacy positioning.
1. Market Positioning
Market positioning refers to the use of market segmentation strategy in advertising activities, to determine the target of advertising.
Advertising in the positioning, according to the results of market segmentation, advertising product market positioning, and constantly adjust their positioning object area. Only to the market segmentation of the product aimed at the specific target object advertising, may achieve good advertising results.
2. product positioning
Any product has a name, but not randomly selected a name can be. In many parts of our country, people in the selected product name is very concerned about a kind of auspicious and Shunda, of course, there are a lot of famous domestic product name with modern marketing concepts to analyze, is not work, but because of the historical origins of the reasons and is still famous, such as Tianjin's "doggie" as the name of the buns of food, is the more peculiar! For example, the name of bun food in Tianjin is a peculiar one, because it is a product of the period when China's commodity economy was not well developed after all. In modern society, the enterprise development and production of products, not only the product itself, but also in the creation of a cultural phenomenon, which inevitably requires that the name of the product and the cultural environment to adapt.
It is said that Japan in the late 60's and early 70's to develop, before entering the U.S. market, had sent investigators to the United States to investigate the field. The results found that Americans use words, the most common first letter is: S, C, P, A and T. Many companies in the subsequent positioning of product names, most of the more familiar and often used in the United States where the letter, Japanese companies, the product more quickly occupy the U.S. market, not unrelated to this.
3. quality positioning
In real life, the majority of consumers pay great attention to the internal quality of the product, and product quality is excellent to determine whether the product can have a stable consumer groups. A lot of advertisements to position their products in the quality, and achieved good advertising results.
4. Price positioning
The price of their products is located in an appropriate range or position, so that the price of the brand's products and the price of similar products compared with more competitive strength, so as to occupy more market share in the market.
5. efficacy positioning
This refers to the advertisements to highlight the specific efficacy of the advertised products, so that the brand products and similar products have a clear distinction to enhance competitiveness. Advertisement efficacy positioning is based on the positioning of similar products as a benchmark, choose to be different from similar products for the focus of the publicity of the excellent performance. The United States seven happy water soda advertising campaign, to not contain coffee because of the positioning of the base, to show the difference with Coca-Cola and many other beverages.
(B) conceptual positioning
Conceptual positioning is to highlight the new meaning and new value orientation of the brand products in the advertisement, to induce the consumer's psychological stereotypes, to reshape the consumer's habitual psychology, to set up a new value, to guide the change or development trend of market consumption. Conceptual positioning in the specific application is divided into reverse positioning and non-walking two kinds.
1. Reverse positioning
This positioning is to have a higher visibility of competitors and reputation to attract consumer attention, sympathy and support for their own, in order to achieve a place in the market competition in the advertisement positioning effect. When most of the positioning of corporate advertising is to highlight the product's excellence in the positive positioning, to take the reverse positioning in the opposite direction, the use of social people generally exist to sympathize with the weak and trust the honest people's psychology, but can make the advertisement to obtain unexpected gains.
2. Non-positioning
Non-positioning is to break the established mode of thinking under the conceptual system, the creation of a beyond the traditional understanding of the new concept. In the United States has been introduced in the United States seven happy soda advertising positioning, belongs to the typical non-positioning, because of its typicality, in many places and non-positioning is called "non-Coke positioning".
Second, corporate image advertising positioning
Corporate image is the impression left by the organization's recognition system in the minds of the public, is the overall response of the elements of the enterprise and the elements of the concept of the overall response in society.
The theory of modern corporate image is based on the CIS theory, that is, the concept of identification (Mind ldentity), behavioral identification (Behavior ldentity) and external representation of identification (Visualldentity) composed of corporate identification system (COrporatcldentity System) as the basic theoretical framework. Framework, corporate image advertising positioning should be around the concept of identification, behavioral identification and external character recognition.
(a) the concept of recognition (i.e., M1) positioning
The concept of recognition is the core of the enterprise and the commander-in-chief. Generally speaking, different enterprises, business philosophy is different positioning of the concept identification is not the same. Different idea recognition not only determines the personality characteristics of the enterprise, but also determines the level of the corporate image and the advantages and disadvantages.
1. Positioning of the business purpose
The business purpose is the business philosophy of the enterprise, which mainly includes the economic view, social view, cultural view. The positioning of the business purpose is in fact the self-social positioning of the enterprise. The positioning of business purposes can be divided into three categories: one is economic, which highlights the economic benefits of the enterprise. The second type is economic and social type, which emphasizes both economic and social benefits, or focuses on social benefits. The third type is economic, social, cultural and heavy, it is both economic benefits, but also requires social benefits, but also pay close attention to the cultural contribution to human society.
2. Positioning of the business policy
The business policy is the basic guideline for the implementation of the enterprise. From a social point of view, different industries have certain tendencies in the selection and determination of business policies. And this tendency is often determined by the enterprise survival and development environment.
In the positioning of the business policy for the enterprise, we should pay attention to the characteristics of the industry itself and pay attention to the guiding nature of the business policy.
3. Positioning of business values
The business values of the enterprise is a sign of the degree of civilization, reflecting the level of cultural construction of the enterprise. Correct corporate values, internal cohesion can produce a giant, external can inspire a strong appeal. Positioning of business values, but by advertising, will make the image of the enterprise along with its slogan, deep into the public mind.
(ii) Behavioral identification (i.e., BI) positioning
The positioning of corporate behavioral identification is specifically expressed as: strength positioning, product image positioning, business style positioning, corporate behavioral positioning and cultural positioning.
1. Strength positioning
This positioning refers to the advertisement to highlight the strength of the enterprise, which is mainly to show the enterprise production technology, talent, marketing and capital, the enterprise history of the present and future strength.
2. Product Image Positioning
This positioning is to highlight the enterprise's main wide product into a brand-name products in similar products, with the advantages and qualities, and this advantage and qualities of the overall image of the enterprise and the advantages of the qualities of the overall image of the enterprise with some aspects of the integration of certain aspects of the overall image of the enterprise, that is, with the overall image of the distinctive representative. For example, "McDonald's never sell hamburgers and french fries more than 10 minutes after they are taken out of the oven and parked for 7 minutes later", fully reflecting the initial strict food production and sales of operational standards. Its business activities to a certain extent reflect the McDonald's business style.
3. Business style positioning
Sales staff and even the management level of all employees, business characteristics and style, the purpose is to make the enterprise stand out from a large number of enterprises operating similar products. Business style positioning that is highlighted in the advertisement of high-level decision makers, business managers, technical staff, such as the United States McDonald's advertisement: "Q, S, C + V (i.e., quality, service, cleanliness and value-added)", it is very good to McDonald's style of operation is reflected.
4. Positioning of business behavior
This refers to the positioning of business management activities in the advertisements to publicize the business behavior, corporate social responsibility to the public, in order to achieve the effect of winning support and praise.
5. Cultural Positioning
Cultural positioning is to highlight and render a personalized, unique cultural atmosphere in the advertisement, the purpose of which is to make the public naturally attracted to it, so as to establish the image of the enterprise in the public. Cultural positioning is to make the content of the advertisement not only show the characteristics of the commodity itself, but more importantly and more crucially, to show a culture, mark an expectation, characterize a spirit, offer a piece of warmth, provide a kind of satisfaction. Because of the concept of people in modern life, thousands of American young people subsequently bought Honda Superbikes. Japanese companies in China sales, more deliberate pursuit of Chinese cultural identity, such as the three car company's advertising slogan: "car to the road, there will be a road, there will be a Toyota car"; "there are friends from afar, happy to ride the Mitsubishi brand"; "In ancient times, there was the thousand-mile horse, now there is the Nissan car". The three automakers have skillfully cited the Chinese people are very familiar with the three words, to enhance the infectious force and penetration of the advertisement.
III. External appearance characteristics (VI) of the positioning
The external appearance characteristics of the enterprise is also known as the enterprise's visual identity or the enterprise's sense of identification, it is the enterprise's static identification symbols, is the specificity of the corporate image, visualization of the form of intuitive communication, the power of its dissemination and the power of infection is the most direct and specific.
The positioning of the external appearance characteristics of the enterprise should follow the following principles: one is to MI as the core, that is, the design of the enterprise logo should be effective in conveying the corporate philosophy, corporate culture as the goal, or else it will be confused with the general trademark. The second is to follow the principle of emotional design, i.e., to make consumers accept and recognize the work full of human feelings, so as to shorten the emotional and psychological space distance between the enterprise and the public. Thirdly, it should follow the principle of combining nationalization and internationalization, which means that the first thing is something national before it can become something global. The fourth is to follow the principle of simplifying complexity into simplicity. c Logo design should pursue simplicity and simplification. In the design of various types of enterprise logo, but also pay attention to the readability and recognition of the logo, the logo belongs to the unique personality of the enterprise, the logo for the international community to recognize the accessibility of the logo for other companion products to promote the smooth adaptability and logo of the custom of the integration of national customs.
In the enterprise external appearance characteristics of the positioning, according to the needs of long-term development of enterprises, taking into account the impact of various factors, in particular, can not be based on the socio-economic environment and the micro-environment of the enterprise as well as the development of social and historical factors such as the objective factors of the changes in the logo system at will, and more not because of the changes in decision-making personnel and then replaced. In terms of the external logo system of the enterprise, among the many types of enterprises in China, the logo of Bank of China can be regarded as a successful work, because of its positioning work is solid, meticulous and rigorous perfect, since the emergence of the 80's so far more and more show its unique characteristics and feasibility. And our other domestic bank logo system, due to the simple conception, hastily imitated the Bank of China line micro and other signs, in the professional banks face to the commercial banks to change track, showed a serious inherent shortcomings.
What is the definition of harmonic source localization?The essence of harmonic source localization is to detect system-side and user-side harmonic currents and voltages on the PointofCommonCoupling (PCC) to be studied. If the system side has a large impact, it is regarded as the main harmonic source, and vice versa, the user side is regarded as the main harmonic source.
What is meant by taste What is the definition of tasteDifferent feelings and attitudes towards life reflect the height of a person's taste. People with high taste, his life is elegant, exquisite, interesting, style, pursuit, meaningful, low taste of life is rude and vulgar, stupid and boring, but often this kind of people are still self-righteous, ugly. To improve their taste in life, the main point is to improve the cultivation. The first is the cultivation of character, the second is the cultivation of culture and art.
If a person's character is noble, upright, just, tolerant, loving, responsible, enterprising, diligent, open-minded and so on, then the taste shown by this person is naturally high. The cultivation of character can reflect the elegant taste in the word "high"; and the cultivation of culture and art can reflect the elegant taste in the word "elegant".
At the same time, when you concentrate on improving your culture and art, you will slowly abandon some vulgar habits and hobbies. You may give up and waste time and hurt the body to play mahjong, and choose to go to play ball, swimming, fitness and other activities beneficial to the body and mind; you may be the night life by the original to go to the nightclub singing and jumping wildly and change to go to concerts, watch movies, participate in some cultural salons, or read books at home.
Each culture, each art is full of connotation, full of fun, it tends to let people learn more and more like, the more study more fascinated. At the same time, it is closely related to daily life, and mutually integrated.
Your cultivation in culture and art improves, it will naturally show in daily life, so that your attitude towards life, work, the environment, life will change. You will know how to appreciate the beauty of life in every detail and feel the happiness of life in every strand. Your vision, your taste will become elegant, become artistic, become unique.
What is the definition of phonemic?This is very simple I'll tell you
From the perspective of modern Chinese if divided by the social attributes of speech, phonemic is the smallest phonological unit that can distinguish meaning in a speech system (this is a professional statement)
What is the definition of taste? How to express it?The grade of a metal in a product is the ratio of the weight of that metal in the product to the weight of the product.
Grade is determined by chemical analysis (or other methods) and expressed as a percentage. For example, a copper concentrate with a grade of 20% means that there are twenty tons of copper metal in one hundred tons of dry concentrate.
What is the definition of phase?Phase is a physical quantity that reflects the state of alternating current (AC) at any given moment. The magnitude and direction of alternating current varies with time. For example, a sinusoidal AC current has the formula i=Isin2πft. i is the instantaneous value of the AC current, I is the maximum value of the AC current, f is the frequency of the AC current, and t is time. Over time, the AC current can change from zero to the maximum value, from the maximum value to zero, and from zero to the negative maximum value, and from the negative maximum value to zero. In the trigonometric function 2πft is equivalent to the angle, which reflects the state that the AC current is in at any given moment, whether it is increasing or decreasing, positive or negative, and so on. So call 2πft the phase, or phase.
If i is not equal to zero when t is equal to zero, the formula should be changed to i=Isin(2πft+ψ). Then 2πft+ψ is called the phase, and ψ is called the initial phase, or the initial phase.
Phase is the position of a wave in its loop at a given moment: a scale that describes whether it is at the peak, the trough, or some point between them. It is a measure that describes the variation of the signal waveform, usually in degrees (angle) as a unit, also known as phase angle. When the signal waveform changes in a periodic manner, the waveform loops back one week is 360o. It is often used in scientific fields such as math, physics, and electricity.
For example, in the function y=Asin(ωx+φ), ωx+φ is called the phase.
Tap ALT+SHIFT+A in astrolog32 to display the Phase Settings menu.
What is the definition of fractional units?Definition of fractional units:
The denominator is a natural number greater than or equal to 2, and the numerator is the smallest positive integer, 1.
What is the definition of phase (physics)Phase is the position of a wave in its loop at a particular moment in time: a measure of whether it is in the peaks, valleys, or points between them. It is a measure that describes the variation of the signal waveform, usually in degrees (angle) as a unit, also known as phase angle. When the signal waveform changes in a periodic manner, the waveform loops back one week for 360? It is often used in scientific fields such as math, physics, and electricity.