1 thought on “How many brand positioning is written from aspects?”
Darlene
First, the internal resource analysis of the enterprise When the brand is located, it needs to clarify its value to users. The simple thinking is: who I am. Provide a service for whom. How to serve. An Mercedes -Benz as an example: I am a Mercedes -Benz, a long history and innovative car manufacturer; as long as successful people who are pursuing identity and status are provided; The high -end cars of the leader. In this way, you can build a relatively complete outline for the brand to help users understand the brand. It is the analysis of the audience of the external market of the enterprise In the target user group of the brand: who is the core target audience of the brand, who is the brand’s non -business core target audience, what is their needs, how to impress Because different user groups have different inner needs, they can find a reasonable way to publicize it as long as the market audience is distinguished. Third, the company’s competitive brand analysis The so -called confidant and knowledgeable battle. While considering itself, you also need to consider your competitive brands in the market. What are their core features, what are the selling points, what are our selling points, and how to create differentiated selling points with them. E each brand has a higher understanding of its own advantages than others. Therefore, when the brand competes with competing products, it can better open the market curve overtaking by creating obvious differentiated characteristics with competition products. Essence The three major battlefields of the brand positioning 1. The capacity battlefield In some primary industry development stage, the product supply is in short supply. At this time, all our competitions were produced around the product. Since the supply is in short supply, consumers’ minds are lacking in the brand. As long as they look at this product, they want to buy it. They don’t care if there is a brand, so the main battlefield of the material industry is the production capacity. 2, channel battlefield With the development of productivity, the competitive environment has changed, and the convenience of purchasing is becoming more and more important. At this time, the great competitive advantage comes from the innovation of this channel. It is a sentence we used to say in the past, “The era of the channel is the coming” 3, consumer psychological battlefield in this battlefield in this battlefield , Customers buy a brand, not a manufacturer. The user’s mental resources are limited. A new category, for users, is equivalent to a blank colony. If a brand can find this gap and enters first, then it is the opportunity to create a good brand.
First, the internal resource analysis of the enterprise
When the brand is located, it needs to clarify its value to users. The simple thinking is: who I am. Provide a service for whom. How to serve.
An Mercedes -Benz as an example: I am a Mercedes -Benz, a long history and innovative car manufacturer; as long as successful people who are pursuing identity and status are provided; The high -end cars of the leader. In this way, you can build a relatively complete outline for the brand to help users understand the brand.
It is the analysis of the audience of the external market of the enterprise
In the target user group of the brand: who is the core target audience of the brand, who is the brand’s non -business core target audience, what is their needs, how to impress Because different user groups have different inner needs, they can find a reasonable way to publicize it as long as the market audience is distinguished.
Third, the company’s competitive brand analysis
The so -called confidant and knowledgeable battle. While considering itself, you also need to consider your competitive brands in the market. What are their core features, what are the selling points, what are our selling points, and how to create differentiated selling points with them.
E each brand has a higher understanding of its own advantages than others. Therefore, when the brand competes with competing products, it can better open the market curve overtaking by creating obvious differentiated characteristics with competition products. Essence
The three major battlefields of the brand positioning
1. The capacity battlefield
In some primary industry development stage, the product supply is in short supply. At this time, all our competitions were produced around the product. Since the supply is in short supply, consumers’ minds are lacking in the brand. As long as they look at this product, they want to buy it. They don’t care if there is a brand, so the main battlefield of the material industry is the production capacity.
2, channel battlefield
With the development of productivity, the competitive environment has changed, and the convenience of purchasing is becoming more and more important. At this time, the great competitive advantage comes from the innovation of this channel. It is a sentence we used to say in the past, “The era of the channel is the coming”
3, consumer psychological battlefield
in this battlefield in this battlefield , Customers buy a brand, not a manufacturer. The user’s mental resources are limited. A new category, for users, is equivalent to a blank colony. If a brand can find this gap and enters first, then it is the opportunity to create a good brand.