Three steps

Positioning is how to be different in the minds of potential customers.

Overview and significance of What-1 positioning

summary

Positioning is an ideological system about how to make you different in the minds of potential customers. The purpose is to occupy a valuable position in the minds of customers and make the brand a representative brand of a certain category or a certain characteristic.

meaning

1, create brand core value.

2. Establish a long-term and stable relationship with consumers.

3. Guide the product development and marketing plan of the enterprise.

4. A shortcut to the mind of potential customers.

How a brand positioning steps

Step 1

Clear market segmentation

Geographical subdivision: divide the main battlefield of the brand according to different regions, and highlight the selling points of different products according to the characteristics of different geographical groups.

Population segmentation: divide the main battlefield of the brand into consumer groups, that is, consumer portraits, including gender, age, income, occupation and so on.

Psychological subdivision: according to psychological factors such as lifestyle, value orientation and personality characteristics.

How a brand positioning steps

Step 2

Select the target market

After subdividing the market, it is necessary to select the target customers and target regions of the brand, analyze the scale and internal structure of the segmented market, and further clarify the scope of the target market.

Sub-market development: the size of the self-market volume; Its future growth potential.

Competitive situation: the existing competitive situation; Advantages and disadvantages of core competitors and their future plans.

Self-assessment: capability, including property, production and marketing; Vision, consistent with corporate values and development direction.

How a brand positioning steps

Step 3

brand positioning strategy

Chief positioning: position your own brand as the "first" in the vertical field of the industry or a certain aspect, such as "the first in the list of Sichuan cuisine".

Quality positioning: take the excellent or unique quality of products as the center of positioning, such as "good quality" and "pure natural".

Emotional positioning: integrating the care, care and warmth in human emotions into the brand, and arousing consumers' inner voices.

How a brand positioning steps

Step 3

brand positioning strategy

Efficacy positioning: promote the unique efficacy of brand products to position, and aim at a certain pain point of consumers to obtain direct consumption purposes.

Category positioning: opposite to a well-known brand, showing the uniqueness of the brand.

Comparative positioning: keep pace with excellent brands in a certain aspect or region, or have a big gap, and take advantage of the situation to raise their worth.