Putting the brand positioning in the last
in my blog is for the purpose of highlighting its importance. I think brand
positioning is one of the most important links in the brand strategy management
and a top priority to be in the first place.
Brand positioning is commercial decisions
made by the enterprise on the basis of market positioning, product positioning,
specific brand in cultural orientation and personality differences. It is to
create a brand image related to the target market of the process and result. In
other words, it is for a particular brand to determine an appropriate market
position, making the goods occupy a special place in the minds of the
consumers. When a need suddenly appears, for example, you suddenly felt thirsty
in hot summer, you will immediately think of "Coca-Cola" s cool and
refreshing.
"The father of positioning", the
world's top marketing guru Jack Slaughter points out in his book that
positioning is to make the brand occupy the advantageous position in the minds
of consumers and to make the brand become a category or a feature on behalf of
the brand. Therefore, when related requirements appear, consumers will choose
positioning brand as preferred brand, that is to say the brand to occupy the
position.
For Cisco and Huawei, how to position the
brand? First of all, stand on the position of satisfying consumers’ needs and
draw the consumers’ eyes; Secondly, the enterprise may, according to the era of
progress and trend of the development of new products, try to guide consumers
to produce new pursuit.
Meanwhile, during brand positioning we
should clear a point that there is no brand to serve all the customers.
Therefore, market segments and correct orientation are the inevitable choice of
brand competition. Segment of the market is to meet the specific needs of
consumers, finding a gap in the market and making it looks "the only"
in the market. The "only" has a lot meanings. It can be quality,
price, technology, packaging and after-sales service, etc. It can even be some
imaginary concepts separated from the product itself. For example, Chinese
enterprise network marketing, Huawei or Cisco can show an image of security,
reliable and trustworthy.
To sum up, brand positioning has profound
influence for enterprises to grasp the brand. Direction is more important than
efforts. Therefore, positioning should be put on the first place.
Source:
Brand positioning, Baidu Baike, Dec 2013
SUN Jiawei
Huawei had outstanding smartphone brand. it have very nice app and better launchers. thanks or sharing.
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