Moreover, the brand is going to serve what kind of customer base.
More crucially, once the brand's target consumer group is determined, it is necessary to take the group as the core object of service, around this group of people to provide targeted products, to adapt to their needs of the environment and related value-added services, to a greater extent, to meet them, so that the brand and the target customer groups are tightly "tied" together.
If you're looking for a brand that's not just about the brand but also about the target audience, you're looking for a brand that's not just about the brand but about the target audience.
If you have decided to do a restaurant brand, rather than just open a restaurant to attract a group of customers, there is no need to ask for their brand to meet the needs of all people, no need to do the dishes for all ages. Greedy results is "chewing" and can not "chew" of the characteristics, which has become a lot of catering enterprises have not been able to do big, strong important reason.
Category positioning, that is, to allow consumers to mention a product category, can quickly come to mind a brand. Successful category positioning, especially pioneering category positioning can often become a representative brand of a certain type of product. For example, Coke can immediately think of Coca-Cola, herbal tea is reminiscent of Wanglaoji and so on.
Earlier, KFC positioned itself as a chicken cooker consultant, differentiating itself from McDonald's Big Mac in the burger market. To this day, many loyal consumers eat chicken burgers, the first thing that comes to mind is KFC, so it is clear that the victory of the category can lead directly to the victory of the brand in the minds of consumers.
Cultural positioning is also a cultural connotation such as historical customs, cultural values, literature and art, moral values into the brand, become a kind of consumer taste, consumer culture characteristics.
The brand to be able to inherit, there must be a deep cultural support, as Marlboro Pentium cowboy culture is still a symbol of the real man; and the Chinese catering brand to build more with the help of cultural positioning, enhance the cultural heritage of the brand to enhance the brand added value, but also to make the brand unique, so as to form a distinctive differentiation of the brand image.
Only the national, is the leading. China's long history and culture, profound, and food and traditional culture itself has a high degree of relevance for the domestic catering brand, China's traditional culture is like a "gold mine", if the culture can be reasonable grafting, will undoubtedly allow the brand connotation, the brand heritage to achieve an effective enhancement of the brand to enhance the brand's added value, expanding the market share.
Brand positioning based on unconventional psychological appeal, that is, through the differentiated brand performance, thereby triggering people's emotions in some of the sentiment or curiosity, so that people can enjoy the meal at the same time to get different from the conventional consumer experience, from the emotional or psychological triggered by the consumers of the brand of **** Ming.
According to Philip Kotler, the change of people's consumption behavior is a trajectory from quantity to quality, and then to emotional consumption.
Whether from the emotional positioning or from the novelty, when the brand to meet the consumer's curiosity, to win more consumption, there must be some real benefits (food, environment, service) to consumers, in order to transform the brand experience into brand loyalty.
Similar to a lot of toilet restaurant (using the toilet as tableware), dark restaurant (in the reach of the environment to eat), prison restaurant and so on the theme of the restaurant, to meet the more curious psychology, how to make consumers next time to continue to visit, it must be in the product power and brand cultural value to do homework.