Product Benefit Positioning Strategy

Consumers buy products mainly to obtain the use value of the product, and hope that the product has the desired functions, effects and benefits, thus emphasizing the efficacy of the product as a claim is a common form of brand positioning. At present, many products have multiple effects, brand positioning to consumers to convey a single efficacy or multiple efficacy and there is no absolute conclusion, but because consumers can remember the information is limited, they are only easy to produce a deeper impression of a strong claim. Therefore, a single claim that promises consumers a point of efficacy can highlight the brand's personality characteristics to obtain a successful positioning. For example, the promise of shampoo is "softness", Hafei Si is "dandruff", Pantene is "healthy shine", Su Skin Care emphasizes "effective removal of bacteria", Volvo Cars emphasizes "effective removal of bacteria", and Volvo Cars emphasizes "effective removal of bacteria". The company's strategy is based on the positioning of Volvo Cars as a "safe" car, which has a high level of safety.

Emotional Benefit Positioning Strategy

Emotional Benefit Positioning Strategy is to incorporate the emotional connotations of human emotions such as caring, attachment, nostalgia, warmth, nostalgia, love, etc. into the brand, so that consumers in the process of purchasing and using the product to obtain these emotional experiences, thus evoking the deepest recognition of the consumer and the **** song, and ultimately obtaining the brand's love and loyalty. Such as Zhejiang NAIS carve brand laundry detergent, borrowing social concern resources, branding on the emotional card, its creation of the "laid-off piece", is a more successful emotional positioning strategy, "...... mom, I can help you work! "The true feelings of consumers caused by the deepest tremor and strong emotional **** Ming, NAIAS carve brand can be more y rooted in the hearts of the people. And Harbin Beer, "the passage of time, feelings remain" brand connotation of the people evoke unlimited nostalgia for the years.

Successful case: H?agen-Dazs emotional positioning - to create the flavor of love

"If you love me, treat me to H?agen-Dazs". Since its entry into China in 1996, this classic advertising slogan of H?agen-Dazs has been spreading rapidly in Beijing, Shanghai, Guangzhou, Shenzhen and other cities like a "love virus". For a while, H?agen-Diesse ice cream has become a fashionable food for urban petites.

However, H?agen-Dazs is still clearly a luxury product. In the 55 countries where H?agen-Dazs has entered, it is the most expensive ice cream brand.

Hagen-Dazs has never been shy about the fact that its consumers are young, fashion-conscious people at the top of the income pyramid. While investing heavily to ensure the quality of its products, its prices are also nonchalant, with the cheapest tub costing more than $30 and the most expensive ice cream cake costing more than $400. To put it bluntly, H?agen-Dazs is no longer just a kind of ice cream, it represents a fashionable lifestyle and taste.

By labeling itself as an eternally sentimental brand, H?agen-Dazs has never had to worry about sales. For those loyal "fans", eating H?agen-Dazs is as much about love as sending roses. H?agen-Dazs connects its products with the sweetness of love, attracting lovers to frequent its stores. The love emanating from its stores and outlets adds to the depth of the brand's image. H?agen-Dazs' product brochures and posters feature romantic scenes of couples embracing passionately in order to convey the brand's message of "pleasurable experience" to the fullest. The décor, lighting, lines of tables and chairs, and the use of colors in the stores all play on this theme.

Love is in every detail, and H?agen-Dazs understands the emotional significance of ice cream. Since its birth in the Bronx, New York in 1921, H?agen-Dazs has been imbued with a romantic emotional element. Vanilla from Madagascar represents endless thoughts and adoration, pure and rich Belgian chocolate symbolizes the sweetness and strength of passionate love, bright red strawberries from Poland represent jealousy and trials, and coffee from Brazil is the embodiment of humor and pampering. These top-quality ingredients from all over the world, with H?agen-Dazs' nearly 100 years of faithful love, combined with excellent craftsmanship and undying emotion to create a variety of unique romantic desserts, so that the delicate and smooth flavor between the lips and teeth to create a constant aftertaste of love.

Self-expression of interest positioning

Self-expression of interest positioning strategy through the performance of the brand's unique image and connotation of the brand, so that the brand has become the consumers to express their personal values, aesthetic interests, self-personality, taste of life, the heart of the carriers and media of a kind of expectations, so that consumers to obtain a kind of self-fulfillment and self-intoxication of the feeling of happiness. If the "spokesman" of the juice brand "Cooler", the big-headed doll, with his right hand folded over and juice drink in his left hand, says "Qoo......" in an intoxicated manner, this somewhat clumsy person will be able to express his personal values. ", this is a little clumsy, but not easy to discourage the blue cooler image just in line with the children's "happy, like to help but love to imitate adults" psychology, children see cooler like seeing their own, and thus won the children's favorite. Such as Longsha socks perseverance to promote "moving, attractive, elegant, fashionable" brand connotation, to give consumers a performance of beautiful, charming, avant-garde heart to meet. Such as Charmont suit is located in the "007 choice" on the desire for bravery, wisdom, cool beauty and heroes of the consumer is very attractive.

In 1997, American marketing scholar Walker Chip proposed "brand core value" for the first time. He believes that the core value of a brand is the soul of a brand, which is the main part of the brand equity, it allows consumers to clearly identify and remember the brand's interests and personality, is to drive consumers to identify with, like and even love a brand's main force. A brand to distinguish itself from competing brands, must have a unique core value, the core value of the brand is the brand's DNA, it is the enterprise wants to convey to consumers a unique value proposition, a kind of personality, a kind of commitment, this core value in fact refers to the enterprise for the target consumers to bring the unique benefits.

Core value is the ultimate pursuit of the brand, is the center of a brand marketing and communication activities, that is, all the value of the enterprise's activities around the core value of the brand to start, and enrich and strengthen the core value of the brand. The center of strategic brand management is to clearly plan to outline the core value of the brand, and in the next ten years, twenty years, and even hundreds of years of brand building process, always adhere to this core value. Only in the long years with extraordinary determination to do this, will not be disturbed by the wind and grass, so that every marketing activity of the brand, every cent of advertising costs for the brand as a plus, play to consumers to convey the core value or prompt consumers to associate the role of the core value, over time, the core value will be branded in the brain of the consumers y imprinted, and become the brand of the most contagious to consumers. Connotation. This is exactly what the corporate brand positioning strategy and positioning strategy seeks.