The current Chinese market is extremely variable and can be divided into different levels, such as first-tier markets, second-tier and third-tier markets, and so on. In the process of brand marketing, enterprises should make full use of market resources and give full play to their brand advantages according to their actual conditions. Especially in the process of brand positioning, it is particularly important to find a “point†that is suitable for brand survival.
The building method is a good brand positioning method!
The Essentials of Building Methods In the process of brand marketing, companies can adopt different brand marketing strategies based on their actual conditions, such as follow-up strategies, differences strategies, and diversification strategies. So, how to find a core brand positioning method, quickly effective?
The essence of brand positioning in the building method is that any product or brand is not isolated in the marketing process. It has both its own living space and the existence space of competing brands. Therefore, whether it is a new product or a mature brand, one can find a mature concept or resource that can be maximally owned by oneself in the market, and then we can go beyond or extend it on the basis of this resource. Staying, not simply follow-up, and then let our brand quickly stand out on the basis of the mature concept and win the brand positioning. This kind of positioning method is the method of going upstairs, that is, borrowing a “ladder†that is best used to quickly achieve the goal of showing off.
There are many examples of brand positioning using the “Landing Up Methodâ€. When the “Commercial Communication†handheld computer was just launched, promotion was not smooth. According to the analysis of market resources at that time, the biggest difficulty in the promotion of handheld computers was their positioning problem. What is the handheld computer? What is the greatest benefit it can bring to consumers? This issue must be made clear, otherwise it will be difficult for consumers to give a reason for consumption. The question of what a handheld computer is is a bottleneck for its rapid development. As a result, communal bowel movements have targetedly put forward a position that “mobile phones, pagers, and business channels†can not be less, and cleverly link business communication with two mature resources – mobile phones and pagers, allowing consumers to immediately You understand the brand position of the business communication. Through the use of mobile phones and pagers as the ladders of mature resources, Commerce has achieved a successful brand positioning.
Faced with the highly competitive juice beverage market, in the face of the pressure of many oranges and many brands of Master Kong, Yangshengtang has launched a “farmer orchard†fruit juice drink, and uses the “three kinds of fruit mixed juice†as a difference, while “shaking one Shaking is a "thick" point, which has aroused the attention of consumers and formed a "mixed juice" market resource. Unexpectedly, Wahaha followed closely, and on the basis of three kinds of fruit, it introduced the “four kinds of fruit also added calcium†high-calcium fruit C. The farmer’s orchard was treated like a “ladder†by Wahaha. Tidan Deng floor.
Use two "ladders"
The point of view of the House Building Law is: ready-made ladders do not have to be used without being used. If you don’t use the ready-made ladder, you don’t eat well and don’t eat the cake. If you eat it, you will not use it. You dare not use it. Can not eat it...
It is not difficult to use brand building to locate the building. It is the key point to find out what resources are available and to carry out overloading and extension on this basis. At the same time, in the use of mature resources, we can start from the following two aspects and achieve brand positioning victory.
Borrow the "ladder" that consumers know well
Educating consumers is always a nuisance. Not only does it require you to use a lot of money, it also hides huge risks. After all, it is much harder for them to accept a new thing than to accept well-known things. Therefore, whether it is a new product or an old product, when brand positioning, it is best to stand on the ladder most familiar to consumers to illustrate the interest points of the brand, so as to save time, effort, and speed.
Tingmei launched the core technology of Zhongke warm card thermal underwear is "polypropylene long fine denier", its greatest advantage is warmer than similar products 21%, but what consumers are for "polypropylene long fine denier" in the end It is not clear that it is a very unfamiliar ladder. If it is forced to publicize it, it will be extremely risky and costly. Tingmei then positioned the "polypropylene ultrafine denier" as a "warm card." Consumers immediately understood that warmer underwear with a warm card was warmer and eliminated consumer cognitive barriers.
Using the ladders made by competitive brands in the Chinese market is not so much a matter of exploring the market as it is about how to compete with competitors for end consumers. Well, clever use of ladders that are well-known by consumers and accepted by consumers is an effective method.
Under normal circumstances, we believe that there will be an inherent conceptual scale in the minds of consumers. This ruler influences consumers' consumer behavior to some extent. Some of this ruler is consciously formed, and sometimes it is the concept of consumption based on advertising. If we can strengthen and extend on this scale, we can not only satisfy the psychology of new and old consumers, but also allow consumers to accept new brands.
The previously mentioned Wahaha's introduction of four kinds of high-calcium fruit C, which also includes calcium, for the farmer orchard is the application of this method. Of course, on this basis, Wahaha still has a little less innovative spirit. It is too straightforward, and it is hard for consumers to accept it. Celebrity handhelds are much smarter. The previous article mentioned that C-Commerce cleverly put up ladders familiar to consumers. However, what he did not think of was that the business depends on the famous “mobile phones, pagers, and business channels that cannot be less.†This ladder is already familiar to consumers. After three or four years of speculation, it was celebrity handheld computer's phrase "The mobile phone changed, the pager changed, and the handheld computer also changed." The celebrity handheld computers, so quickly familiar with the consumer, and achieved a good sales performance.
The building method is a good brand positioning method!
The Essentials of Building Methods In the process of brand marketing, companies can adopt different brand marketing strategies based on their actual conditions, such as follow-up strategies, differences strategies, and diversification strategies. So, how to find a core brand positioning method, quickly effective?
The essence of brand positioning in the building method is that any product or brand is not isolated in the marketing process. It has both its own living space and the existence space of competing brands. Therefore, whether it is a new product or a mature brand, one can find a mature concept or resource that can be maximally owned by oneself in the market, and then we can go beyond or extend it on the basis of this resource. Staying, not simply follow-up, and then let our brand quickly stand out on the basis of the mature concept and win the brand positioning. This kind of positioning method is the method of going upstairs, that is, borrowing a “ladder†that is best used to quickly achieve the goal of showing off.
There are many examples of brand positioning using the “Landing Up Methodâ€. When the “Commercial Communication†handheld computer was just launched, promotion was not smooth. According to the analysis of market resources at that time, the biggest difficulty in the promotion of handheld computers was their positioning problem. What is the handheld computer? What is the greatest benefit it can bring to consumers? This issue must be made clear, otherwise it will be difficult for consumers to give a reason for consumption. The question of what a handheld computer is is a bottleneck for its rapid development. As a result, communal bowel movements have targetedly put forward a position that “mobile phones, pagers, and business channels†can not be less, and cleverly link business communication with two mature resources – mobile phones and pagers, allowing consumers to immediately You understand the brand position of the business communication. Through the use of mobile phones and pagers as the ladders of mature resources, Commerce has achieved a successful brand positioning.
Faced with the highly competitive juice beverage market, in the face of the pressure of many oranges and many brands of Master Kong, Yangshengtang has launched a “farmer orchard†fruit juice drink, and uses the “three kinds of fruit mixed juice†as a difference, while “shaking one Shaking is a "thick" point, which has aroused the attention of consumers and formed a "mixed juice" market resource. Unexpectedly, Wahaha followed closely, and on the basis of three kinds of fruit, it introduced the “four kinds of fruit also added calcium†high-calcium fruit C. The farmer’s orchard was treated like a “ladder†by Wahaha. Tidan Deng floor.
Use two "ladders"
The point of view of the House Building Law is: ready-made ladders do not have to be used without being used. If you don’t use the ready-made ladder, you don’t eat well and don’t eat the cake. If you eat it, you will not use it. You dare not use it. Can not eat it...
It is not difficult to use brand building to locate the building. It is the key point to find out what resources are available and to carry out overloading and extension on this basis. At the same time, in the use of mature resources, we can start from the following two aspects and achieve brand positioning victory.
Borrow the "ladder" that consumers know well
Educating consumers is always a nuisance. Not only does it require you to use a lot of money, it also hides huge risks. After all, it is much harder for them to accept a new thing than to accept well-known things. Therefore, whether it is a new product or an old product, when brand positioning, it is best to stand on the ladder most familiar to consumers to illustrate the interest points of the brand, so as to save time, effort, and speed.
Tingmei launched the core technology of Zhongke warm card thermal underwear is "polypropylene long fine denier", its greatest advantage is warmer than similar products 21%, but what consumers are for "polypropylene long fine denier" in the end It is not clear that it is a very unfamiliar ladder. If it is forced to publicize it, it will be extremely risky and costly. Tingmei then positioned the "polypropylene ultrafine denier" as a "warm card." Consumers immediately understood that warmer underwear with a warm card was warmer and eliminated consumer cognitive barriers.
Using the ladders made by competitive brands in the Chinese market is not so much a matter of exploring the market as it is about how to compete with competitors for end consumers. Well, clever use of ladders that are well-known by consumers and accepted by consumers is an effective method.
Under normal circumstances, we believe that there will be an inherent conceptual scale in the minds of consumers. This ruler influences consumers' consumer behavior to some extent. Some of this ruler is consciously formed, and sometimes it is the concept of consumption based on advertising. If we can strengthen and extend on this scale, we can not only satisfy the psychology of new and old consumers, but also allow consumers to accept new brands.
The previously mentioned Wahaha's introduction of four kinds of high-calcium fruit C, which also includes calcium, for the farmer orchard is the application of this method. Of course, on this basis, Wahaha still has a little less innovative spirit. It is too straightforward, and it is hard for consumers to accept it. Celebrity handhelds are much smarter. The previous article mentioned that C-Commerce cleverly put up ladders familiar to consumers. However, what he did not think of was that the business depends on the famous “mobile phones, pagers, and business channels that cannot be less.†This ladder is already familiar to consumers. After three or four years of speculation, it was celebrity handheld computer's phrase "The mobile phone changed, the pager changed, and the handheld computer also changed." The celebrity handheld computers, so quickly familiar with the consumer, and achieved a good sales performance.
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