How to position the brand? Four strategies of enterprise brand positioning are discussed in detail.

(United Telecom/Guangdong)-Brand is a complex symbol, which is the intangible sum of brand attributes, name, packaging, price, historical reputation and advertising methods. Brand competition is the highest level of enterprise competition. This is a sentence that Pope david ogilvy said in an advertisement. Brand competition is the highest level of competition in modern enterprises, and enterprises must formulate brand strategies to become bigger and stronger. Brand positioning is the core strategy of brand strategy, so how to carry out brand positioning? International Brand Network (br8.com) explained four positioning methods of corporate brands in detail here for reference. Product feature-oriented positioning is a combination of a brand and a distinctive feature of a product. When people see this brand, they will think of a certain feature of the product. The more successful brand positioning in China is the white plus black cold medicine in cold medicine. Traditional cold medicine is characterized by good curative effect and quick response. However, Bai Jia Hei broke this tradition, eating white films during the day and sleeping in black leather at night, which solved the problem of office workers worrying about dozing off at work and won the favor of countless people, thus establishing their own position. Competition-oriented positioning this positioning method mainly considers the competitors of the current brand, the saturation of the brand in the current market, the influence of the brand on people, comprehensive consideration and other factors, determines the advantages and disadvantages of the competitor's brand by analyzing the situation of the competitor, and highlights the advantages of its own brand according to its own shortcomings. This is a positioning method of stepping on the opponent's short board. Target market-oriented positioning Target market-oriented positioning method is to establish the consumer groups targeted by their own brands, analyze their consumption habits, consumption requirements, consumption patterns and their attitudes towards life, and position high-end products and high-consumption groups with their own products, so we must consider the general consumption habits and lifestyle attitudes of high-consumption groups. Rolls-Royce, for example, is the perfect executor of this positioning method. Everyone knows that Rolls-Royce cars are synonymous with nobility and high-end, and its products are always aimed at high-end consumers and people with social status among high-end consumers. According to their consumption habits and life attitudes, their series of cars are produced in limited quantities, pursuing perfection in details, and giving consumers a noble and perfect feeling. Emotion-oriented positioning Emotional positioning is a common positioning method, commonly known as playing emotional cards. For example, Yida chewing gum, its emotional card is to care for teeth. There is also Confucian family wine, which makes people homesick and expresses people's desire for family reunion. These are all successful emotion-oriented positioning methods, and one of the greatest benefits of emotional positioning method is persistence, and people's emotional products will last for a long time. The competition of modern enterprises is essentially the competition of brands, and the success of brands depends largely on their positioning. Therefore, brand positioning is the most important link in brand competition.