What is the meaning and characteristics of market positioning?

Whether the positioning of a brand is clear, you can ask yourself this question. For example, telling a brand immediately will make you tell the characteristics of the brand immediately, and this characteristic is exactly the connotation of the brand, which just covers some consumers, and the reason why these consumers buy the brand is precisely the positioning characteristics of the brand.

The characteristic of positioning is to distinguish it from other similar brands with clear and effective concepts, and to establish an effective impression in consumers' minds. Another feature of positioning is that the positioned brand can only effectively cover some consumers. Another feature is that positioning is generally to establish a relatively subdivided market in the already formed market to meet the needs of some people, because you can't please everyone. Positioning method is not only a good brand strategy to lock the market, but also a constraint on the brand. To borrow an expert's words, you can happily buy an "American brand" toilet, but it is hard to imagine that you will choose to drink "American brand" apple juice. Similarly, if Mercedes-Benz produces candy, it should be unsalable, and it should be difficult to sell eye drops under the brand of "Head & Shoulders". Facts have also proved that if the positioning is too narrow, there are advantages and disadvantages. For example, Galanz, because its early products were single, was too strong in the microwave oven industry, so it was positioned as a narrow microwave oven. Therefore, it is quite difficult for Galanz to enter the field of air conditioning and other electrical appliances.

For example, Volvo, which has always emphasized safety, buyers of this brand first go with the concept of safety, and then choose specific models. For example, Head & Shoulders, which has always emphasized dandruff removal, should solve the dandruff problem first and then pay attention to others.

There are many other positioning methods. Here are a few for your reference:

Unique positioning methods: first, position yourself the largest and earliest, and occupy a unique position in this industry;

Reverse positioning method: anyway, we support what the enemy opposes, and we oppose what the enemy supports. Nongfu Spring, the practice of completely abandoning pure water is a classic case; 7-up's "non-cola" positioning has also created a brand-new market;

Product feature positioning method: dandruff removal, safe driving and mite removal;

Relying on the historical positioning method: Tongrentang, a century-old shop, Guojiao 1573, Zhang Xiaoquan scissors, Wang Mazi kitchen knife;

In addition, there are similar methods: mass positioning method, production process positioning method, market expertise positioning method, etc. I won't list them one by one, so you can learn more by yourself.

That's all. I hope I can help you.