【Practical training project 1】

   【Mission Objectives】

   Help students position their brand in practice  

  【Task content】   

（1） 48 students in the class, and  freely divided into groups of 6.

（2）The panelists position the brand in practice.

  【Task requirements】   

（1）The training will be conducted by the instructor.

（2） 48 students in the class, and  freely divided into groups of 6.

（3）The panelists discussed the connotation of brand positioning, brand positioning principles, and brand positioning strategies

（4）Each group will have one student responsible for recording and summarizing.

（5）At the end of the activity, each group was asked to select a representative to report on the discussion in class.

（7）The preparation time is 10 minutes.

  【Task organization】

        表3－1  Brand positioning training task organization table

【Task evaluation】

           表3－2   Brand Positioning Training Task Evaluation Form

Comparative positioning

Comparative positioning is a positioning strategy that determines its market position by comparing with competitive brands. Its essence is a kind of situation positioning or reactive positioning. By the trend of competitors, set off their own brand image. At a time when almost every car manufacturer is trying to design cars to be longer, lower and more beautiful, the Golden Turtle car is small and ugly. If you use traditional methods to sell, it is bound to find ways to hide shortcomings and exaggerate advantages, such as making photos more beautiful, to promote the unique quality advantages of the golden turtle car or other.

Fifteen methods of brand positioning

In the era of high product homogeneity and differentiation, it is necessary to occupy a unique and favorable position for the brand of the enterprise in the minds of consumers. When consumers have a demand for such products or services, the brand of the enterprise can jump out of the candidate brand category of consumers.
1. Comparative positioning method

Comparative positioning is to attach a famous brand, compare the famous brand to their own product positioning, hoping to use the glory of well-known brands to enhance the image of the brand. Comparative positioning is usually implemented in the following three ways:

1, "second doctrine", is to clearly recognize the first brand in the market, they are only second. This strategy gives people the impression that the company is humble and sincere and believes that what the company says is true and reliable, which makes it easier for consumers to remember this order that is usually difficult to enter people's minds. The most famous example of second doctrine is the American Avis taxi company's "We are second, we have to try harder" positioning.

2, Panlong Fengfeng: First of all, it is recognized that the brand has been successful in the market, although the brand is ashamed of itself, but in a certain region or in a certain aspect can be matched with these most popular and trusted brands by consumers. This is represented by the positioning of "Ningcheng Old Kiln - Maotai outside the Fortress" in Inner Mongolia's Ningcheng Old cellar.

3. Club strategy: If the company can not achieve the first position in the market and cannot cling to the second place, it will retreat to adopt this strategy, hoping to use the prestige of the group and fuzzy mathematics, play a strict club-style senior group brand, emphasize that they are a member of this senior group, so as to use the brilliant image of other market leading brands of the club to raise their status image. This is represented by the Chrysler Motor Company of the United States, which is positioned as "one of the three major American automobiles". This positioning made consumers feel that Chrysler was the best car manufacturer, along with the first and second best GE and Ford.

2.interest positioning
Benefit positioning is based on the benefits that the product or can provide for consumers and the degree of problem solving. Because the information that consumers can remember is limited, they often only have a strong demand for a certain interest, which is easy to produce a deep impression. This is based on P&G's Rejoice positioning in "flexibility"; Head and Shoulders locates in "dandruff removal"; Pantene is positioned in "hair care" as representative.

3.USP positioning

The content of USP positioning strategy is based on the research of the product and the target consumer, looking for the most unique part of the product features that the competitor that best meets the needs of the consumer does not have. This to the United States M&M chocolate "only dissolve in the mouth, do not dissolve in the hand" positioning and the "27 layers of pure water purification" is the classic domestic USP positioning. Another example, L 'Oreal Paris: contains French Vosges mountain SPA mineral water, lock moisture. 
4. target group positioning

This positioning directly appeals to a certain type of consumer groups, highlighting that the product is designed to serve this type of consumer groups, so as to obtain the recognition of the target consumer groups. Combining the brand with the consumer is conducive to enhancing the sense of belonging of the consumer, making it produce the feeling that "this brand is tailored for me". For example, Jin Li Lai's "Man's world", Marlboro cigarettes's "Marlboro Man", Haswell shirt's "Man wearing Haswell", and the United States Army Draft's "Become a full talent" positioning.

5.market blank spot positioning

Market blank spot positioning refers to the introduction of products or services that can effectively meet the needs of this market segment through the segmentation of the market strategic market that has not been paid attention to or has not been occupied by competitors. For example, Xi 'an Janssen's "anti-dandruff special drug" positioning and Coca-Cola's juice brand "queer" positioning.

6.category positioning
This positioning is to make a clear difference with some well-known and common types of products, positioning their own brand in the opposite of competitors, this positioning can also be called the demarcation line with competitors positioning, which is represented by 7UP's "7UP, non-cola".

7.grade positioning

According to the value of the brand in the hearts of consumers, the brand can be divided into different grades, such as high-end, mid-range and low-grade, different grades of brands bring consumers different psychological feelings and emotional experience, common is the positioning strategy of luxury brands, such as Rolex "Rolex has never changed the world," Just leave it to the person who wears it ", Vacheron Constantin's "You can easily own time, but you can't easily own Vacheron Constantin" and Parker's "The president uses Parker" positioning.

8. Quality/Price positioning
Quality and price are usually the most concerned factors of consumers, and are often combined with each other for comprehensive consideration, but different consumers have different priorities, such as a product whose target market is middle-income rational buyers, it can be positioned as a "value for money" product. As a position opposite to "high quality and high price" or "high quality and low price". This is represented by the Dell computer's "value for money, affordable choice" and the eagle brand's "Only choose the right one, don't buy the expensive one".
9. Cultural orientation 

The cultural connotation into the brand, the formation of cultural brand differences, this cultural positioning can not only greatly improve the taste of the brand, but also can make the brand image more unique. The wine industry uses this positioning more, such as the Zhujiang Yunfeng wine industry launched the "little paste fairy" "confused culture" and the "lucky culture" of Jin Liufu "Jin Liufu -- Chinese blessing wine".

10. Compare positioning
Comparative positioning refers to the objective comparison with competitors to determine their own positioning, which can also be called the positioning of crowding out competitors. In this positioning, enterprises try to change the existing image of competitors in the minds of consumers, find out their shortcomings or weaknesses, and use their own brands to compare, so as to establish their own status. This is represented by Tylenol's "For the millions of people who should not use aspirin, please use Tylenol".

11.emotional positioning

Emotional positioning refers to the use of products to directly or indirectly impact the emotional experience of consumers and positioning, with appropriate emotions to arouse consumers' inner recognition and resonance, adapt to and change the psychology of consumers. Zhejiang Naes Diao brand washing powder, taking advantage of the social concern about the problem of layoffs and carrying out "... Mom, I can help you work "laid-off film" positioning, revealing the truth caused the consumer's deep heart tremor and strong emotional resonance, making the brand image of "Naes" and "Diao brand" more deeply rooted in people's hearts. Another example: Shan Ye piano's "Children who learn the piano will not become bad", which is the most famous advertising slogan in Taiwan, it captures the mentality of parents, adopts the strategy of attacking the heart, does not talk about the advantages of piano, but from the perspective of learning piano is conducive to the physical and mental growth of children, to attract children's parents.

12. Chief positioning 

The chief positioning is to emphasize that they are the leading position in the same industry or similar products, and have unique characteristics in a certain aspect. The use of slogans such as "authentic", "the first one", "market share first" and "sales first" in advertising by enterprises is the use of the chief positioning strategy. This is represented by Budweiser's leading position as "the largest and most famous American beer in the world."

13.business concept positioning、

The business concept positioning is that the enterprise uses its own distinctive characteristics of the business concept as the positioning appeal of the brand, reflects the internal nature of the enterprise, and describes it with more exact words and language. If an enterprise has the right corporate purpose, good spiritual outlook and business philosophy, then the concept positioning strategy of the enterprise is easy to establish a corporate image that makes the public have a good impression, so as to improve the value of the brand (especially the emotional value) and enhance the brand image. This is represented by TCL's business philosophy of "creating value for customers, creating opportunities for employees, and creating benefits for society". With the advent of the era of humanistic spirit, this kind of positioning will be paid more and more attention.

14. Concept positioning

Conceptual positioning is to make the product and brand occupy a new position in the mind of consumers, form a new concept, and even create a thinking set, in order to obtain the recognition of consumers and make them have the desire to buy. This product can be a previously existing or new product class. This is represented by the concept positioning of "mobile phone, pager, business communication can not be less" of Hengji Weiye Business Communication and the positioning of "Wenquxing" electronic dictionary of Jin Yuanjian. Business communication has become synonymous with the PDA, and the literary star industry has become synonymous with the electronic dictionary.

15.self-expression positioning
Self-expression positioning refers to the expression of a unique image of the brand, the promotion of unique personality, so that the brand becomes a carrier and medium for consumers to express personal values and aesthetic tastes, express themselves and declare their own differences. Self-expression positioning reflects a kind of social value, and can give consumers a kind of aesthetic experience and happy feeling to express their own personality and life taste. For example, Pepsi's "Young Generation of Choice", it found the market from young people, positioning itself as the new generation of Coke. Levi Denim's "different cool, the same pants", in the younger generation, cool culture seems to be a culture that has never been out of date, grasping the cultural characteristics of this group of people to constantly change with the "cool" image of the advertisement to impress those new "cool" people in the fashion front, to maintain the brand's fresh and lasting productivity.

Strengthen positioning

Strengthening positioning refers to strengthening the positioning of their own image in the minds of consumers. When an enterprise cannot defeat its rivals from the front, or is at a disadvantage in the competition, it can consciously highlight the advantages of a certain aspect of the brand to impress consumers, so as to win the competition. 7UP tells consumers "Not Cola"; Adu constant temperature air exchanger tells consumers "I am not an air conditioner"; Knowing that its product was no match for Conte and Dristan, Richards Merill found success by marketing its cold medicine Nyquil as a "night cold" drug to be taken at night.