Brand positioning is to find a special place in the minds of the intended target audience.In addition, this process involves the creation of a special image and attributes of a commercial brand, which will allow the company the most profitable stand out from competing firms.Advertising goods necessary to the consumer to understand, if he needed it, whether its expectations.
Development of the concept of the brand is the basis and foundation, which should be designed to implement a long-term perspective.This process should include the development of key ideas, attributes, and a portrait of the potential consumer.
brand positioning has a double meaning.Firstly, it is a process in which the development of the basic concept.
Secondly, you need to select a few words that would become the quintessential design and remembered very quickly.
Design brand is a complex and multi-layered process, which will include a few large steps.We consider these in more detail.
first stage.To begin the analysis carried out their competitors, in order to build the field, to assess their communication platform to conduct qualitative and quantitative research on the market to identify the consumers.
second stage.Next, you need to form hypotheses positioning, select the key attributes of the brand, to develop versions of existing platforms.In addition, key properties are described graphically drawn ideology.
third stage - the final development of the company's brand.It made testing options available to meet the preferences of the target audience and the uniqueness of its surroundings.
As a result, selected and approved the final version.
brand positioning, its planning and is necessary to base on the basis of the four golden rules.
first law.This process should be recognizable and unique.It is necessary for a clear and successful differentiation from competitors on the market.Practice shows that it is impossible to win this "war" if a similar offer to the consumer positioning, which is already occupied by the other, even if successfully developed brand.
second law.This process should be implemented taking into account the explicit and implicit needs of the customer.Management should ask yourself a number of specific issues.Do I need this product to the consumer?It is important to him offered in the product characteristics and qualities?
third law.Brand positioning must be supported by real facts and winning.This is recommended so that the consumer has not experienced the disappointment of contact with the goods.If this principle is violated, then there is a situation that bears the name "syndrome unrealistic expectations."In the opposite situation a great foundation for success.
fourth law.Positioning must be respected even in the smallest details.This also applies to the process of sales.The fact that the prestigious brand of high-value and exclusive positioning, requires sale in prime locations, but not in commercial tents.This approach is very fast and can depozitsionirovat discredit him.In contrast, the mass is a product which contains at low cost, does not require its use in advertising campaigns complex methods.
fifth law.Brand positioning to be sure, it matters a cornerstone on which to build the building of the brand.
