[Share dry goods for everyone].
Social science is an interesting subject, and its interesting thing is that the answers to all questions do not have a single quantitative result like natural science, just like the title of this article, it is okay to think positively, and to think in the direction: how to build the brand positioning of the enterprise around the product - it seems that it is not unreasonable to say this.
So, is it to build brand positioning around the product or build product positioning around the brand? The answer to this question is not necessarily fixed, at different stages of enterprise development, or in enterprises facing different human and capital ......When conditions are restricted, the strategic planning that can be implemented can reflect the value. However, if there is no "standard answer" and it is easy to cause a "chaotic" phenomenon, what is the difference between product positioning and brand positioning? If you understand this "difference", do you understand the difference between brand and product positioning?
Let's take a simple example: ** is one of the manifestations of product positioning, a product that takes the "low-price route", is the brand positioning also low-priced? Even if the "low price" is extended to "cheap and good", this is not a brand positioning in the strict sense, because too many products can be described by the words "cheap and good" - this is word-of-mouth, products, brand ......It is possible to form word-of-mouth, but we must know that word-of-mouth is not a brand.
Another example: the place of origin is one of the signs of product positioning, and the country of origin identification is the most important material in product packaging. However, the country of origin is not the brand. First, a region may be the origin of multiple products and companies, so who does the origin brand belong to? Second, each region has its own product, so how can similar products indicate the "origin" of different regions, and how to make horizontal comparisons?
Product positioning and brand positioning belong to two different concepts, these two concepts have intersections, but they also have their own different content parts. In terms of commonality, both product positioning and brand positioning have market-oriented demands, and product positioning is connected to market demand and manufacturing; Brand positioning is connected to the competition for shares in the market environment. Product positioning is "real", which is something that every consumer target can grasp and understand, and the combination of virtual and real brand positioning may include the part that has been included in the product positioning, or may not include. From the perspective of personality, there is no way to get rid of the independent existence of product positioning; Brand positioning, on the other hand, can remove all hardware existence and is only a manifestation of cultural soft power.
When the enterprise is in the initial stage of operation, the difference between brand positioning and product positioning is very small, because for start-ups, survival is the first, everything depends on the sales ability of the enterprise, in this stage, the enterprise does not need to think too much about the problem of brand positioning, only the enterprise can survive for a long time, it is possible to formulate a more long-term strategic plan.
With the gradual growth of enterprises, the demand for brands will gradually increase, and brands will help enterprises to enter the market and occupy the market more easily at multiple levels. If you look around at the large enterprises in the market, you can easily grasp the "subordination" relationship between the brand and the product in terms of positioning.
1. Xue Tengjiao's 1-to-1 brand planning, what brand problems to solve?
1.The brand personality is not unique and cannot win from the competition
2.The homogenization of the industry is serious and it is caught in a first-class war
3.Spend a lot of money on advertising, and the market effect is not obvious.
4.The slogan is not attractive and cannot motivate customers to spend
5.The brand strategy is not clear and can not achieve steady growth.
6.It has no characteristics of its own, and always imitates its peers
Second, Xue Tengjiao's 1-to-1 brand planning, what results are delivered to customers?
Brand Strategy] Comprehensive planning, let the brand go fast and go far!
Brand positioning] full research, so that the brand to find the right advantages!
Advertising slogan design] professional planning, let the brand occupy the minds of customers!
Channel docking] Rich students, so that the brand expands business resources!
Inclusive price for entrepreneurship mentors: 580,000 yuan brand.
3. Xue Tengjiao's 1-to-1 marketing consultation, what marketing confusion does it answer?
1.Marketing costs are getting higher and higher, but profits are not growing.
2.The way of customer expansion is still traditional, and it is not good at using big data to improve performance.
3.Brand communication is not as good as peers, and customers are not impressed by the brand of their own enterprises.
4.The traditional main business is declining, and it is urgent to find new business growth points.
5.The cost of online e-commerce traffic is high, and enterprises are reduced to the point of working for the platform.
6.Looking forward to the innovation of products, but in reality, it is helpless to create explosive products.
7.Peer competition launched a first-class war, and a large number of customers were poached by opponents.
8.The company does not have a good advertising slogan, and the salesman needs to go to great lengths to explain the selling points.
9.I took a lot of president classes, but I lacked a landing plan for my own company.
Fourth, Xue Tengjiao's 1-to-1 marketing consultation, what results are delivered to customers?
Sort out your thoughts] carefully combing, so that entrepreneurs are no longer confused!
Method suggestions] Targeted, give practical method suggestions for problems!
Decision-making staff] comprehensive analysis, providing reference points in terms of brand and marketing!
Channel docking] Matching resources to efficiently connect business partners for enterprises!
*|The price of consultation: 6800 yuan per hour.
Offline 1-to-1 consultation price: 8800 yuan per hour.
5. Teacher Xue Tengjiao introduced:
Innovation and entrepreneurship mentor of China University Innovation Alliance.
Tutor of the president class of Zhejiang University.
Tutor of the president class of Shanghai Jiaotong University.
Top 10 Entrepreneurship Mentors in Zhejiang Province.
Hangzhou leading talents.
Mr. Xue Tengjiao has 17 years of experience, and has accumulated profound knowledge and rich practical experience in the field of brand planning and marketing. He has won the first place in the Hangzhou Entrepreneurship Mentor Competition and the top ten entrepreneurship mentors in Zhejiang Province.
Mr. Xue Tengjiao is a senior marketing expert in the Internet circle, and has taught leading cadres and entrepreneurs in Zhejiang University, Shanghai Jiaotong University, Xi'an Jiaotong University and other well-known universities all year round. He is good at using Internet thinking to tailor brand strategy and marketing strategy for ** institutions and enterprises.
Mr. Xue Tengjiao has provided brand marketing consulting services for nearly 100 large and medium-sized enterprises. Customers include: Lenovo Group Global Headquarters, Aojiahua, Langjiu Group, Jinan Heavy Industry, Good Farmer Food Holding Group, Boyang Home Textile, Lushang Group, Datang Housing, Xu's Ginseng, Qianjiang Motorcycle, Ingenuity Business.
If you have a problem with your body, you need to find a doctor!
Enterprises have problems and need to find experts!
Professionally solve problems in the field of branding and marketing!
6. Business cooperation.
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