What is brand positioning? What are the methods of brand positioning?

When it comes to positioning, a person's positioning is to "put himself in the right place". Brand positioning? Is in the minds of consumers to find a brand positioning, occupation of a keyword, consumers will also be in accordance with this "positioning" to the brand labeled a number of labels to facilitate their choice. How to position in order to set the ground accurately? Here to share 10 methods to everyone.

1, category positioning method

This is the most classic positioning method, a brand to create a category, the home of the product has become synonymous with the category. There are many examples of this, such as Band-Aid, which was created by Bendy's. When we get hurt, we say we need a Band-Aid to stick our wounds; Band means bandage, and Aid means to help with first aid. Johnson & Johnson later trademarked Band-Aid as the name of its Band-Aid products. Now Band-Aid has firmly taken over the Band-Aid category and is the number one brand in the field.

2, the core selling point positioning method

Selling point, also called USP (unique selling proposition), the brand because of the different concepts, there will be different characteristics out of the characteristics, these characteristics, will become the brand's "characteristics". For example, the core selling point of BMW is "driving", not only to make the car is very fun to drive, but also set up a BMW elite driving center, teaching owners to drive the BMW more "driving" fun. This is to support the BMW "ultimate driving machine" positioning words.

3, the spirit of temperament positioning method

The spirit of temperament is the brand's penetration of consumer culture, such as Nike's classic "just do it", and even the store's furnishings, but also Nike's unique style.

4, self-representation positioning method

For example, Pepsi, in order to make a difference with Coca-Cola's "classic", put forward the "choice of the younger generation", come on, the younger generation choose Pepsi.

5, compared with the positioning method

Mengniu in the beginning of the creation of the Yili was the first dairy brand in Inner Mongolia, Mengniu gave themselves a position - "to create the second brand of dairy industry in Inner Mongolia".

6, emotional positioning method

Mrs. Oral Liquid, "It's good to be a woman"; Confucius Family Wine, "Homesickness" These are from the emotional point of view, the words in the hearts of consumers.

7, cognitive habit positioning method

Cognition is the general view of people on certain things, leaving aside the scientific level, cognition is a sense of common sense. Roe deer island slogan "natural Roe deer island, natural good sea cucumber" said Roe deer island sea cucumber core advantages.

8, market gap positioning method

Business business, "raw" is the market gap. Brand positioning is the same, for example, Ziyuan's advertising slogan "Wash your hair all your life, have you washed your scalp" in the hair washing market, cut out a piece of "scalp washing" market.

9, subconscious demand positioning method

Yamaha Piano has an advertisement, "Children who learn the piano will not become bad", which hits the parents' psychology. The obvious need to learn to play the piano is to be able to play the piano. The subconscious level of demand? The subconscious need is to develop musical literacy, to develop truth and beauty.

10, mission positioning method

Vanke's advertising slogan is "praise life, **** building city", Vanke always adhere to the ordinary people to provide good products, good service, to make the contribution as far as possible.