The red peach K rapidly occupied the rural market with its "bloody" brand appeal, and realized the business strategy surrounded by rural areas. However, it didn't expect it. After a few years, a bloody blood positioned with "Efficacy" is newly-raised, and it is challenged as a brand boss, and it has taken a lot of hardships. country.
Indeed, the blood is fast, but if the effect is too short, what is the use? For "serial", the red peach K is positioned with a brand-name "bloody" brand, which has become a "dead hole". By borrowing the resources of Red Peach K "fast", the new positioning of "Efficacy" has been proposed, and more consumers have been recognized.
However, if I develop a blood branded brand - "blood, he", positioned into "blood, blood, fast and lasting", how will it be?
This is the topic of brand positioning and attack and defense barriers we have to explore.
Who is "dead hole"?
Brand positioning is often from consumers, find a suitable interest point for communication while accumulating brand resources. However, with the development of brand diversified development and competition, it is not introduced into the brand positioning of the commercial war thinking. It is introducing us to a misunderstanding, even in the process, there are some unrecoverable vulnerabilities, we call it "dead hole" . More serious is that those who seem to be in the event of a fideway, over time, is also walking on the road to "dead hole". However, the situation of reality is often, and many of our brand operators are still in this quietly arrival nightmare, and there is no sense ...
Fresh oranges are popular with "more than too many beautiful". So why is it beautiful to drink fresh orange? That is because fresh orange contains vitamin C. Therefore, after the later, Master Kong's back is straight, launched "Daily C", supplementing vitamin C every day, afraid not beautiful? Business Tong launches "flash 822", advocating "fast and happy", celebrity is targeted "fast, and accurate". Prince milk emphasizes "Drinking a bottle of milk every day, supplementing lactic acid bacteria every day." But what is the use of lactic acid bacteria? How to add? Can you add it? All of these details have left a sustainable and utilized space for competitors ...
Many brands are because there are too many dead points in the business war, and the offensive and defense awareness is insufficient, and then the decline.
What is the actual cause? How can I avoid tragery? Answer: This is mainly caused by the misunderstanding of the brand positioning. As long as we are in the process of brand positioning and brand marketing, we will have a long history of thinking, while strengthening offensive and defense awareness, building brand barriers, can avoid tragedy. In other words, it is necessary to increase the "barrier" consciousness of brand marketing. This is a problem that must be paid to the brand marketing in the new century. So how do you build a brand barrier?
Brand barrier construction secret
In the strategy, the most basic principle to build brand barriers is to do not give competitive brands with the available resources and confrontational space. It is best to make brand positioning itself is a complete ladder, which is not allowed to climb. And there is a unique identification system when the brand is positioned, so that the competition brand cannot exceed it.
Below, how to build brand barriers in tactics, then provide some ideas that can be used for readers.
1. Theoretical navigation, unique
A unique theory is proposed in the industry, and it is a good idea for branding as a brand positioning identification element. The benefits of doing this are to let the competition brand cannot mimic and follow up, and become a brand unique asset.
In recent years, the edible oil market has emerged in many brands, but as the brand diversified competition, the positioning of edible oil is increasingly difficult, and the degree of homogenization is getting higher and higher. You appeal to eat, and the competition brand is also talented. Since the product itself has limited space, consumers recognize the identity of each brand, and the edible oil brands are even in the difficulties of multi-card. Jin Dragonfish has also faced the same breakthrough. With the strong offensive of various competitive brands, the brand interest point of Jinlongfish is gradually decomposed by the competitive brand. It must introduce a higher brand breaking strategy, in order to kill all the way in many brands, cranes.
From the perspective of reality, the brand's brand name is very high. In the face of the decomposition of many brands, the golden dragonfish needs to improve their own reputation and integrity, in order to keep their competitive advantage. This is often not a general advertisement.
The primary task of Golden Dragonfish is to attract consumers' attention and simultaneously form their own unique differentiated advantages, so that competition brands cannot be cloned. As a result, the Jin Dragonfish has taken the brand break mode of "theoretical navigation" and has achieved a good market effect.
First of all, Jin Dragonfish opened the interests of "taste", the main "health" card, which tried to create a healthy image of the golden dragon fish brand. In order to rapidly win, the golden dragonfish put forward a "health standard", in the nutrition ratio, 1: 1: 1 as a best nutrition ratio for edible oil, ie, the saturated fatty acids of human intake: single unsaturated fatty acids: Multi-unsaturated fatty acids should be 1: 1: 1.
At the same time, Jin Dragonfish propaganda in advertising is the best proportion proposed by the World Health Organization and the United Nations FAO's two authorities to prove the credibility of their concept.
In fact, for the concepts such as fatty acids, many consumers may not understand what is going on. But this is not tight, it is tightly this "fuzzy" concept proposed by Jin Dragon, at least let consumers know a message - Jinlongfish = 1: 1:1 = Health. More sophisticated is that Jin Dragonfish first raises this standard, this is his own. Other brands have been difficult to follow up, and there is no "dead hole" available. You can't you have to launch a concept of "2:2:2"!
1:1:1 is a better "standard", more publicity, and naturally link the brand, health, 1:1:1, so that other brands are difficult to surpass. Because you are the first proposal, you naturally the authority of this concept, thus setting obstacles for competition brands, enhances your competitiveness.
2. Stealing the column, the industry is eating
Many products cannot be thoroughly understood for consumers. In other words, consumers are not an expert. In this case, if the brand can be strong, the concept of an inclusive, it is easy to understand, but it is also difficult to spread by competition brands.
The business pass in the initial period of the brand, and the brand marketing model of "stealing the column" has been subtly used, and unprecedented success. In the early days of the market development, consumers are not very clear about what is "PDA". How many features in the handheld computer, how to use, and use, but two monks do not touch the mind. " In the consumer's mind, will use the handheld computer to give him one of the identities, what kind of benefit points, the same is the same.
In the face of such a market pattern, business communicate the major functions of the handheld, and for consumers' maximum potential demand, the "business card" function is promoted as the main selling point, and a good " Business "concept, that is, it is an essential assistant for business people. Not only that, business channels also borrowed mature market resources, and proposed a concept that is very conducive to consumers directly understand: "Mobile, mobile, business, one can not be less." The business is completely acquired to consumers. " The concept of business needs, even makes consumers in subconscious, regarding business through the symbol of successful business people. Business Condom has ended the previous handheld computer, but consumers do not know what they are in the market pattern. At once, they have achieved the way of stealing the column, and reach the "first in the industry, the industry." This is no longer done by the PDA of other brands. So that there will often be consumers in the terminal point of sale, "There is a business passage of ×××." Business Condu uses concept marketing, stealing the brand break of the column, and set an invisible "hurdle" for other brands. As a result, other brands have been difficult to explain themselves to consumers. It is "Pocket PC or business".
This concept of business is leading many consumers to do unconditional choices for "business communication". "PDA is a business pass, business pass," to "business communication" brings a rolling financial source, and quickly completed the original accumulation of capital, this is not a miracle in the industry and even marketing communities.
3. Take big priority, I am big
As a synonym of the industry, and spread it, it is a good way to set barriers. The advantage of this is that when the competition brand follows, I can't clear my identity, and therefore, I will reach the brand "I am a big" purpose.
In May 1994, the goldena jelly municipality, the main product Jinba Pudding is the first in the country. In 1996, "Pudding Heat" appeared in the country, and the golden doll products were in a state of supply.
"Hi Lang" that appears in almost the same period of Jinwa, with its supernormal marketing means quickly breakout. Xi Lang is a brand marketing strategy that consumers who are not familiar with jelly at that time. Take big, that is, I am a synonym of the industry, and the industry identity of the competitive brand.
In order to achieve such purposes, when the brand is positioned, Xi Lang initially used "jelly Pudding, it's like Xi Lang" position, but carefully analyzed, strength is not enough! Later, I simply changed to "Jelly Pudding, Xi Lang", and then achieved great priority, so that consumers were mistaken for Jelly Pudding, so they climbed the industry boss in the consumer's mind.
4. Develop standards, reshuffle
There will always be some standards in a certain industry, but these standards are not at the beginning, and these standards are also possible to change at any time. Some brands will play industry standards as "barriers", sometimes they can play very much.
Little "PPA Storm", almost let the cold medicine Dawang Kang Tiek is out. Since the National Drug Administration has banned 15 PPA-containing drugs, the first brand of cold medicines, Kangtik and the Kangdi, the cold spirit capsules are included in the ban list and quickly withdraw from the market, which has triggered a cold medicine market. " Earthquake ". The cold drug manufacturers who are not banned quickly respond quickly, and they have attracted themselves, and they will compete for the vacant market share, and the "no PPA" has become the most widely used propaganda slogan.
Although Kangtike has passed a variety of crisis public relations methods, it has reached "new Kangtail", but after all, it is still hurt.
5. Market segmentation, fight for faucet
Brand positioning is used to start with products, or start with consumers. But these two competition have become more and more intense, sometimes it is difficult to set barriers. In this case, the split of the eye-catching to the market is a good idea. It is precisely because many brands have not realized the importance of market segmentation, so it is easy to do the boss of the boss, forming a brand barrier that cannot be surpassing. The reason why brain gold can be greatly successful in competition, from brand strategies, in addition to its conceptual brand operation, it is also not open to its single information dissemination and market segmentation.
The brain gold itself has set a concept - "brain gold", which is clear to consumers, and the brand itself is easily formed induced. In addition, in the interest point of the brand, the brain confession said that it can improve sleep, and it is good for human stomach. In the interest support point, it also proposes the concept of very easy to attract attention: cerebral gold. It claims that the human body secretes a substance - "brain gold", which is the benefit of the health of the human body. This completes a perfect combination of a benefit point and support point, thereby enhancing the credibility of the brand.
In terms of market segmentation, brain confession only emphasizes a very simple information: gifts, and bombing through a large number of advertising, to promote "this year's holiday, the gift is only bacterings," thus makes the people of the whole country know, gift Just send brain gold, cerebral gold is a gift, gift is brain gold, and then let the cerebral platinum is invincible in this market. You said that brain gold is divided into this extent, how other brands continue to follow up?
Of course, there are many tips that can be used in the construction of brand barriers, and it is impossible to list one by one. The key is to conscious, to establish the concept of building a brand barrier, this is the key to success. At the same time, the strategic and tactical thinking model of barriers is used, and it is also necessary to reposition their roles. That is, you want to cut the "wheat" of others, or don't let others cut your wheat? Before making brand marketing, you want to be a who, it is best to consider clearly.
Loaded on "Discovery" 2003 No. 3
