Establishment And Dissemination Of Brand Positioning

First, various positioning points should be listed according to the possible development ways of brand positioning, and the optimization of these positioning points should be carried out.

Abandon the unreasonable plan and retain the feasible plan.

Then, these feasible schemes are strictly screened to establish the final brand positioning.

(1) brand positioning

First, various positioning points should be listed according to the possible development ways of brand positioning, and the optimization of these positioning points should be carried out.

Abandon the unreasonable plan and retain the feasible plan.

Then, these feasible schemes are strictly screened to establish the final brand positioning.

The proposition of brand positioning should be recorded in accurate and concise words.

For example, the American Miller beer is stated in this way: "the authentic American Standard strength beer is tasty and quite refreshing. The target audience is men aged 18 to 24 years old, the drinkers of standard beer, especially those who care about their external performance."

(two) brand positioning

Brand positioning is the beginning, not the end.

When brand positioning is established, it must be effectively and uniformly disseminate.

Communication is not creation, but expression.

Communication is the basic mechanism of brand positioning and the booster of brand development and growth.

Positioning provides the precondition and requirement for communication.

Brand communication should fully express brand positioning, let target consumers understand - global brand network, understand and accept this positioning, so as to resonate with the spirit of consumers.

Brand communication includes public relations, advertising, packaging, pricing, marketing channels and so on. The most important part is advertising.

Through the combination of graphic and text, the advertisement displays the brand positioning in three dimensions. It is the most powerful way of brand positioning.

Through the integration of communication, brand positioning continuously passes the relevant information to the target consumers, thereby enhancing the brand "three degree" and enhancing the brand.

。

(three) the formation of brand positioning

There is only one truly powerful positioning - consumer positioning.

The purpose of brand positioning is to occupy a unique and valuable position in the minds of consumers.

Therefore, whether the positioning is successful, only the consumers have the absolute right to speak.

Consumer positioning depends on its recognition and acceptance of brand appeal, depending on customer perception.

The greater the customer perception, the higher the loyalty to the brand.

The higher the loyalty is, the more stable the brand positioning is.

Successful brand always firmly grasps customers, continuously strengthens the relationship with customers, guides them to recognize brand, and continuously creates customer perceived value.

The establishment of brand image and the enhancement of enterprise competitiveness are the result of brand positioning.

Finally, all positioning must go to the market, withstand the test of the market, and accept the market inspection.