Brand positioning is a unique and recognizable position that an enterprise determines for its products or services in the market competition. The purpose of brand positioning is to make consumers know the brand and form loyalty, so as to improve the brand's popularity and market share.
Brand positioning needs to consider factors such as consumers' needs, preferences, psychology and behavior, as well as competitors' brand positioning and market environment. Through brand positioning, enterprises can accurately understand consumers' needs and expectations for products, and then formulate more accurate marketing strategies and brand communication programs to improve the market competitiveness and brand value of products.
Brand positioning is a commercial decision-making of a specific brand in terms of cultural and personality differences on the basis of market and product positioning. This process and results are aimed at establishing brand image related to the target market. The purpose of brand positioning is to determine an appropriate market position for a specific brand and make it occupy a special position in the hearts of consumers.
Steps of brand positioning:
1, clear brand positioning: brand positioning is the basis of brand building, which helps enterprises to determine the target market, consumer groups and differentiation from competitors. In brand positioning, we should first conduct in-depth research on the market to understand the needs, pain points and interests of the target market. At the same time, it is necessary to analyze the advantages and disadvantages of competitors, so as to find their own differences and provide unique value for consumers.
2. Shaping brand image: Brand image is consumers' perception and association with the brand, and it is a bridge between the brand and consumers. A successful brand image can arouse consumers' emotion and enhance brand awareness, trust and loyalty.
3. Enhance brand awareness: Brand awareness refers to consumers' awareness of the brand. Enhancing brand awareness is one of the key steps in brand building, which helps to improve brand market share and sales performance.
4. Strengthen brand loyalty: Brand loyalty refers to consumers' preference and trust in brands, which helps to improve the repurchase rate of brands and word-of-mouth communication.
5. Continuous brand innovation and iteration: Brand innovation and iteration are the key to maintaining brand competitiveness and attractiveness. With the constant change of the market and the continuous upgrading of consumer demand, enterprises need to continuously optimize and upgrade their brands to adapt to the changes of the market and the needs of consumers.