What is the theory of brand positioning? What are the specific elements?

What is brand positioning? Brand positioning-solves the problem of "how to distinguish yourself from your competitors".

Imitation can only create similarity, and personality can create worship! Personality conquest is the core level of brand loyalty.

Brand positioning refers to how your products (brands) differentiate in the minds of prospective consumers and seize mental resources.

Simply put, positioning = separation. Nowadays, brand positioning has shifted from "product function appeal" and "brand perceptual appeal" to "brand culture appeal".

Brand positioning should generally include the following basic contents:

First, the brand MI mental recognition system:

1, analysis of cultural characteristics of target consumers;

2. Analysis of consumer psychological needs of target consumers;

3. Standard description of the cultural image of the target consumers;

4. Basic description of brand culture corresponding to 1-3 above;

5. Put forward the brand concept;

6. Refinement of brand value;

7. Determination of brand personality;

8. Put forward the brand slogan;

Second, the part of brand VI visual identification system

9. Brand trademark design;

10, brand product packaging design;

1 1, brand prop design;

12, brand environment design;

13, brand company image design;

14, determination of brand standard visual image system

The core of positioning theory is "one center, two basic points", the concept of brand building as the center, competition as the guidance, and entering the customer's mind as the basic point.

From the most fundamental point of view, the process of marketing is to create customers and build brands, and marketing is to build brands; In a broader sense, the process of creating a great enterprise is actually the process of creating customers and building brands. To be a company is to be a brand, and the essence of a company is to build a brand.

All the concepts, viewpoints and systems of positioning theory serve brand building, and all of them revolve around brand building. Leaving the center of brand building and talking about positioning theory will inevitably go astray and accomplish nothing.

brand positioning