Of positioning and advertising strategies

,Chanel Bag Outlet
With the deepening of reform and opening up, China's economy has been a dramatic development, an unprecedented wealth of goods on the market, a variety of cultural entertainment is endless, from the supply and demand perspective, supply exceeds demand, consumer choice large, the market is a buyer's market, due to intense competition, product or service quality is a draw. The face of such market environment, companies want to build and expand in the market, take the brand development a smart choice. Go this way companies first have to give the brand positioning, brand positioning called for a particular brand is to identify an appropriate market position, so that goods in the minds of customers occupying a favorable position, when a demand, once produced, it will first think of a brand.
After

brand positioning we have to do publicity for the company, then business must use this brand building tool for advertisers, and advertising should follow the use of certain strategies, advertising strategy is the so-called research in the investigation basis, according to promotional products, services or organization to carry out the characteristics of the campaign to determine the best way.

Competitive analysis

brand positioning guidelines to be followed

brand positioning should be clear,Respected guests , investors, you support and concern of friends Zhengzhou Mining Machinery, precise guidelines. Brand positioning is occupied only of their own, recognized by consumers to accept the position, that is, share a unique position to fit the needs of consumers. To this end, brand positioning should follow the following guidelines:

objective

brand positioning should be based on objective reality. Accurate positioning of the objective reality, clever and sophisticated expression.

accurate

expression using a text or image must be accurate, does not allow ambiguity, but does not allow loopholes.

Innovation

excellent and must be both good at taking advantage of people's mental space, but also good at breaking people's mind-set and mental normality, in the two People's desire to have eternity and expansive, which determines people's mental space bound to be continued to be stretched to break.

Preview

need to advance excellent sense of positioning, avant-garde ideas. Examine the use of forward-looking vision of the market, often have unique find. It is in this sense, advertising can create fashion, create ideas, create a way of life.

patient

positioning can be extended, the brand can be extended. But it must be down to earth, at every step, is confirmed before advancing. Also need time to establish targeted support,Gucci Online USA, to believe in themselves, should not be changed.

simple

brand positioning must be clear, straightforward, not too complicated. Consumer's memory is limited, but selective, he can not remember too much,Fashion, too complex.

the cornerstone of brand positioning

regardless of what kind of brand is very important to lay the foundation, the brand in the minds of consumers is aroused emotions, thoughts and feelings combined. When consumers choose brands, they care about is often not the brand of a single feature, they would not want to learn more about all the features of the brand, usually a few key features of the brand to attract the attention of consumers, with one includes products,Coach Messenger Bags, services and corporate image.

Products

product quality is the brand skyscraper can be established the fundamental basis of solid foundation of any brand positioning are just a mirage built on sand, product quality is the brand essence, foundation, also the brand's life. The salient features of the famous brand is perceived to provide higher quality, such as the Mercedes-Benz and Sony, and both are a symbol of quality. Product quality is the soul of the brand,Prada Handbags Online, popular brand-name customers, even at high prices to buy the direct cause is the famous brand has always been quality based. Haier has been able to successfully break into the ranks of the European market is ahead by virtue of its quality. Specific physical attributes of products are integrated, the consumer can touch, feel, see. But all this is just the basic necessary conditions, not enough to build the cornerstone of the brand, so companies should also consider the brand positioning and corporate image services.

Service

growing homogenization of the product today, the service has gradually become the focus of market competition, because the service can reduce or avoid buying risk. Improve the value for the customers with quality service is the brand close to the consumer,USA Louis Vuitton, the consumer move a shortcut. On the basis of the brand positioning will be more effective, more conducive to consumer acceptance. Well-known brands in the world when creating brand is the perfect service are all open, China's largest home appliance manufacturer Haier brand in the face of the attack at home and abroad, the more is the use of services that the sword to kill the opening of the road to success.

corporate image

not a good corporate image and consumers will not believe the business will not believe the company's products, but not willing to pay for the company's brand. Corporate image reflects how the public view of organizations, including all aspects of the organization: such as business plant, equipment, staff image and so on,Gucci Sunglasses, because any behind a brand is a business, business image quality will directly affect the brand image, so Tree brands, many enterprises are a variety of ways to create a good corporate image: public welfare, such as donations, staff training, and enable them to better the image of the show to the public. Image of business is a good long-term and arduous process, but the image was painstakingly built up a image for the brand service at the same time, it should be noted that the maintenance of corporate image.

premise of brand positioning

Among the many factors, the brand name should be considered first, akin to the brand's People's memories and impressions of a brand name directly from the saying goes, .

proved more than just a simple text name of the symbol, is the brand for a brand, the epitome and embodiment of the charismatic and the closeness of the brand, not only enhance the effectiveness of the publicity and can shorten the business and the distance between the consumer, the brand positioning to achieve a multiplier effect, such as was the smallest car company in Germany Bavarian Motor Company entered the field in time to do their own brand name into the car, , but the audio contains poetry: heroes, beauties, Dream Car, BMW, and BMW's legendary ancient Chinese Ferghana perfect combination of the BMW firmly occupy the luxury car market, to achieve the perfect brand positioning.

If the to the enjoyment of emotion. That help to locate.

key brand positioning

analysis of competitors, the enterprises themselves, the purpose is to identify the consumer business and competitor differences.

to consumers, enterprises themselves, there is any advantage of the various competitors.

social development today, the market brand names confused, each industry has a brand on the market, the second brand, and consumers of these brands also differ from each other, the face of this situation enterprises the best approach is another way to find out the differences or gaps that is valued by many consumers to find, but not yet developed by competitors market space, products of any business can not occupy the same products all the market, but also can not have all the competitive advantages of similar products, market opportunities are unlimited, just look enterprises can not effectively grasp, who found that the difference gap, is likely to be successful, find and grasp this difference, the gap will brand positioning is a powerful weapon in the process, such as the famous beverage brands Hedy, the face of Coca-Cola beverage on the market,Prada Handbags, Pepsi separatist dominating the situation, through market research analysis, such as Coca-Cola, Pepsi contest that the two brands is undoubtedly a positive direct then breaks against, because the strength of enterprises and the two companies are far apart, but they found a beverage market formation of

so companies have good brand positioning difference with other brands, brand positioning that will be easier and easier to be accepted by the market.

advertising to support the brand positioning strategy

advertising is the product of enterprise or business demands of publicity brand positioning, brand positioning, it can highlight the differences, highlighting the brand name of the logo, so that consumers continue to feel the advantages of the brand, through the establishment of brand personality to visualization to strengthen the brand positioning brand. Although it has its own characteristics, but the ads should be consistent with the demands of brand positioning, brand positioning, brand development for the enterprise direction, advertising, brand promotion as a way should also be subject to must also be subject to the brand positioning. The following describes the specific support the brand positioning advertising strategy.

communicate brand positioning should focus on the sustainability of the use of advertising

brand to occupy a certain position among consumers and has successfully made brand positioning, not one or two days, things have a development process from quantitative to qualitative change in the brand advertising The demands in time and time again, slowly so that consumers can accept, the U.S. scientists have done an advertising experiment, he used two methods to test advertising effectiveness: The first is a day for a continuous period of time to do the same ad; Another way is to do an ad from time to time, to do the same content repeated many times. Finally, he outcome is not obvious the first method, the second method works much better. Thus, the spread is not a brand can do in a short time, it requires a gradual process, so the ads must reach a certain amount, and can not run out of steam just by doing things spur of the moment, we must insist on repeating the reminder. Well-known brands such as shampoo Head & Shoulders, Pantene, etc. Although the land of China has been a household name, but still at pains to repeatedly demand. long-lasting advertising appeals, and has achieved good results, that

sustained outstanding individual, differentiation, visualization

brands, like people, must have distinct characteristics and personality can be very image of the deep, to the many competitive brands stand out, brand personality can establish a relationship between brands and consumers, smoothly into the consumer's life, and create an impression in the minds and status of the brand into a This shows that in an increasingly competitive today, Brand Character is very important, addition to improve people's living standards, the minds of consumers has been packed full, this time in order to achieve the brand into the consumer mental space, you have to shape the brand personality through advertising to complete.

ad appeals, while the brand personality is more important is to find a good personality for this carrier, so as not to appear empty personal sustenance, Marlboro if only to promote but did not find the perfect cowboy carrier, I would like Marlboro may not succeed, and the only one in the Socks class enterprise in the advertising wave of sand socks, also demands personal but never found a good carrier, so that individual floating in the air. It is hard to believe.

fight the

brand building in the final analysis is to establish with consumers feeling, if attention to advertising and brand image during the process of emotional penetration, so that consumers of the brand to produce a particular feeling,Chanel 2.55 Bag, It will be a successful process through to achieve a multiplier effect, feeling of success was the success of penetration strategy, the success of the brand is often emotionally touched by consumers, through mind communication between the customer and establish a unique sense of unusual,Endorsement from Yao Ming to see how to carry out -HEALTH, so that the brand's long-term vitality.

advertising strategy on the use of the brand, many companies both large and too small to have the use of movie stars or sports stars for their own brand advertising, because the star more easily recognized by everyone, compelling attention force, and in today's mobile phone war, many of advertisers recognize that the purpose of advertising pop star is to arouse people's early attention. Furthermore, use of movie stars or sports stars as brand advertising, in fact, in the use of celebrity status in the eyes of the audience to market their products and brands, which may be some

star advertising has so many benefits, but should proceed with caution in the choice of celebrity advertising, must be integrated into the image, charisma, reputation, affinity, dependability, modern, a sense of authority, popularity, etc. factors, and then filter out suitable candidates rather than simply look to their own preferences. In the use of celebrities and advertising, in addition to borrow celebrities and the glory of the relevant bodies, to enhance visibility, more important, but also use celebrities and their qualities, added to products with unique taste, style or prestige of the brand aura.

In short, the era of the brand today, who has a strong brand in the market competition will come to occupy a favorable position. The brand positioning is to have a good basis for a strong brand in the process of brand positioning and effective advertising campaign will play an irreplaceable role.