Brand positioning dimensions: market positioning, price positioning, image positioning, geographical positioning, crowd positioning, channel positioning, etc. According to the brand positioning method: the word “Heluo brand branding method” comes from ancient Norwegian, which means branding. The deepest level of brand positioning is what can be represented in the mind of consumers, that is, strong brand branding.
Brand positioning dimensions: market positioning, price positioning, image positioning, geographical positioning, crowd positioning, channel positioning, etc. According to the brand positioning method, the word “Heluo brand branding method” comes from the ancient Norwegian, which means branding. The deepest level of brand positioning is what can be represented in the mind of consumers, that is, strong brand branding.
Brand positioning is a commercial decision-making of a specific brand on the basis of market positioning and product positioning in terms of cultural orientation and personality differences. It is the process and result of establishing a brand image related to the target market. In other words, it means to determine an appropriate market position for a specific brand, so that the goods occupy a special position in the hearts of consumers. When a need arises suddenly, for example, when a thirst suddenly occurs in the hot summer, people will immediately think of the cool and refreshing red and white “Coca Cola”. The theory of brand positioning comes from the strategic positioning initiated by Jack Trout, the father of positioning and the world’s top marketing master.
Brand positioning is the core and concentrated expression of market positioning. Once the enterprise has selected the target market, it is necessary to design and shape its own corresponding products, brands and corporate image, so as to win the recognition of the target consumers. As the ultimate goal of market positioning is to achieve product sales, and brand is the basis for enterprises to disseminate product related information, and brand is also the main basis for consumers to choose products, so brand becomes the bridge between products and consumers, and brand positioning becomes the core and concentrated expression of market positioning.
品牌定位的研究综述艾·里斯和杰克·特劳特在 1969 年首次提出“定位”一词。三年后他们以“定位”为主题发表的系列文章，引起了轩然大波。七年后他们出版《广告攻心战略品牌定位》一书，标志着“定位理论”正式成立。此后通过不断的探索、实践与发展，形成了 USP 理论和品牌形象理论。在西方学者观点的基础上，我国王庆（2009）认为，品牌市场定位包括对产品特征、物质利益、情感、个性以及价值观念五个层次的定位。李珂、曲颖（2019）认为，“USP 理论”是源头活水，“品牌形象理论”是核心灵魂，“传统营销理论”是点睛之笔。综上所述，我国的研究学者对市场定位的研究有很多，角度也不同，但大多数都是从理论角度进行研究，应用研究较少，专门针对大米行业的品牌定位研究更少，故以此为切入点来进行研究。
A review of the research on brand positioning: iris and Jack Trout first proposed the term “positioning” in 1969. Three years later, they published a series of articles on the theme of “positioning”, which caused a great stir. Seven years later, they published the book “strategic brand positioning of advertising attack”, marking the formal establishment of the “positioning theory”. Since then, through continuous exploration, practice and development, the USP theory and brand image theory have been formed. On the basis of western scholars’ views, Wang Qing (2009) of China holds that brand market positioning includes five levels: product characteristics, material interests, emotion, personality and values. Li Ke and Qu Ying (2019) believed that “USP theory” is the source, “brand image theory” is the core soul, “traditional marketing theory” is the finishing touch. To sum up, there are many researches on market positioning from different perspectives, but most of them are from the theoretical perspective, with less application research and less brand positioning research specifically for the rice industry. Therefore, this is the starting point for research.
The purpose of brand positioning is to transform products into brands, so as to facilitate the correct understanding of potential customers.
In order to be a brand, we must find out something that consumers are interested in. When consumers have this aspect of demand, they will first think of its brand positioning, which is to establish a clear image for their brand in the market, which is different from the competitors and meets the needs of consumers. Its purpose is to occupy a favorable position in the hearts of potential consumers.
A good brand positioning is the premise of a successful brand management. Enterprises occupy the market and expand the market play a guiding role. If we can’t position the brand effectively, in order to establish a unique brand personality and image that can be recognized by consumers, we will inevitably submerge the products in many products with the same quality, performance and service. Brand positioning is the objective basis of brand communication. Brand communication depends on brand positioning. Without the pre design of the overall brand image (i.e. brand positioning), brand communication will inevitably follow blindly and lack consistency. In a word, through the integrated use of various brand operation means, the overall brand image determined by brand positioning will reside in the hearts of consumers, which is the direct result of brand operation and the direct purpose of brand operation. If there is no correct brand positioning, no matter how high the product quality, performance and promotion means are used, it will not succeed. It can be said that the future business war will be positioning war, and brand winning will be positioning victory.
1. Create brand core value. Successful brand positioning can fully reflect the unique personality and differentiation advantages of the brand, which is the core value of the brand. The core value of a brand is the soul of a brand and the main force that consumers like or even love a brand. Brand core value is the most important part of brand positioning, which together with brand identity system constitutes a brand’s unique positioning.
2. Establish a long-term and stable relationship with consumers. When consumers can truly feel the advantages and characteristics of the brand and are attracted by the unique personality of the brand, it is possible to establish a long-term and stable relationship between the brand and consumers.
3. Guide the direction of product development and marketing plan. The determination of brand positioning can make the enterprise realize the aggregation of its resources. Since then, the product development must practice the commitment made by the brand to the consumers. Various short-term marketing plans cannot deviate from the direction of brand positioning. The enterprise should shape itself according to the brand positioning.
Brand must position itself to meet the needs of consumers, and finally get a favorable position in the hearts of consumers with the help of communication. To achieve this goal, we must first consider the needs of the target consumers. With the help of consumer behavior survey, we can understand the target’s life form or psychological level. All of this is to find the brand interest points that meet the needs of consumers. The focus of thinking should be shifted from product attributes to consumer interests. The positioning of consumer interests is from the perspective of consumers, which is what kind of value satisfaction consumers expect from the brand. Therefore, in addition to the product interests, there are psychological and symbolic interests in the choice of interest points for positioning, which makes the product into a brand. So it can be said that positioning and branding are actually one and two sides. If brand is consumer cognition, then positioning is the process that the company provides the brand to consumers.
Consumers have different types, different consumption levels, different consumption habits and preferences. The brand positioning of enterprises should start from subjective and objective conditions and factors to find the target consumers that meet the requirements of the competition objectives. According to the specific market segment in the market segmentation, to meet the specific needs of specific consumers, find the market gap, and refine the brand positioning. The needs of consumers are constantly changing. According to the progress of the times and the development trend of new products, enterprises can also guide the target consumers to generate new needs and form new brand positioning. Brand positioning must touch the heart of customers and arouse their inner needs, which is the key point of brand positioning. Therefore, the key to brand positioning is to grasp the heart of consumers. How to do this? Naturally, it is necessary to bring practical benefits to consumers to meet their practical needs. But to do this does not mean that your brand will be favored, because there are many enterprises in the market producing the same products, can also bring the same benefits to customers. But the market can not find the products that can stand out from the rest of the world. In order to stand out, the enterprise brand must try its best to create differences. Only the unique characteristics can easily attract people’s attention. Therefore, if an enterprise brand wants to gain a strong market position, it should have one or several characteristics, which seems to be the “only” in the market.
This difference can be manifested in many aspects, such as quality, price, technology, packaging, after-sales service, etc., and even some imaginative concept separated from the product itself. For example, the image of free, unrestrained, straightforward, wild and powerful man embodied in Marlboro has nothing to do with cigarette itself, but is an abstract concept artificially rendered. Therefore, if a brand wants to be accepted by consumers, it does not need to be shaped into an all-around image at all. As long as it wins on one hand, it has advantages. Many well-known foreign brands often only rely on one aspect of advantages to become famous brands. For example, in the mobile phone market, Motorola publicizes the characteristics of “small, thin and light”, while Nokia claims its “radiation free”; in the automobile market, Volvo emphasizes its “safety and durability”, Fiat says “energetic”, Mercedes Benz claims “high, king, distinguished and supreme”, Sambo says “flight technology”, while BMW is fond of it “Driving pleasure”. These brands all have their own fertile ground and keep growing. Therefore, it is foolish to satisfy all the wishes of consumers as much as possible. Every brand must tap into a certain point that consumers are interested in. Once consumers have this demand, they will think of it immediately. At that time, only a few Chinese enterprises attached great importance to brand positioning. Brand planning companies were invited to position the brand for enterprises in all aspects. Nowadays, Chinese enterprises have more and more strong brand awareness, so domestic brand planning companies have emerged. Of course, due to the lack of big data and the strictness of operation specifications in the local consulting and planning companies, the brand planning of those group enterprises and super large enterprises is still in the hands of several well-known consulting institutions in several countries, and the domestic brand planning companies mainly serve small and medium-sized enterprises. At present, the internationally well-known enterprise management consulting companies include McKinsey, Boston, Bain, etc., but the company focusing on brand positioning is the trout positioning. At present, most of the domestic brand planning companies are transformed from traditional media and culture companies or advertising companies and visual design companies, typical of which are host brand planning, Meiyu brand planning, etc. However, in recent years, there are also turtle brand planning companies that inherit the professional and standard of McKinsey and traot and earn enough experience in overseas brand planning. The most typical one is Duan Marle consulting in Shanghai. All in all, these brand planning companies are through different degrees of brand planning, to expand brand awareness, reputation and influence, enhance brand value, so as to transform into corporate wealth. Market practice has proved that any brand can not serve all customers, segment the market and position correctly, which is the inevitable choice for the brand to win the competition. Only when the brand positioning is clear and the personality is distinct, can there be a clear target consumption layer.
Only with a clear positioning can consumers feel that the products have characteristics, are different from similar products, and form a stable consumer group. Moreover, only a well-defined brand can form a certain taste and become a symbol of the cultural taste of a certain level of consumers, so as to get the recognition of consumers and let customers get emotional and rational satisfaction. To stand out in the competition, the only choice is differentiation, and positioning is one of the most effective means to achieve differentiation in strategy. If enterprises do not know the positioning, they will be buried in the vast market.
For a long time, Coca Cola and