辽宁快乐12

视维品牌 | 互联网经济下,品牌定位真的没用,还是你还没搞懂?
日期:2019-07-05 来源:视维品牌 关键词:品牌定位 USP定位 品牌设计 品牌策略

 40年前,品牌定位之父杰克·特劳特与他的伙伴里斯提出了定位理论,至今为止,这套定位理论对于广告业界有着深远影响,并作为品牌定位的重要工具之一,指引着行业各项品牌执行工作。但是,在前段时间,网络上不断的有着这些“声音”出现:定位已经不适合新媒体时代· · · · · ,定位是“假大空”· · · · · · ,新时代要的是创意,不是定位· · · · “


    毫无疑问,在互联网的冲击下,广告人推崇了几十年的“品牌定位”慢慢出现了一些“质疑的声音”,这些“声音”保留了他们对新时代商业行为的观点,也许这些看法可以颠覆品牌定位学,也许只是人云亦云,无可厚非。  

  

    视维品牌在品牌营销&广告界实战十几年,却始终认为“定位”是建立品牌不可或缺的一环,而且在互联网大时代环境下,信息已被碎片化,甚至是粉尘化,群众注意力被分散,需要记住你,变得更难,而“品牌定位”在在商业经济体系中则占据重要的地位。



辽宁快乐12 DIYI,ZHENDUISHICHANG,JIANLIPINPAIQUGEXING,TIAOTUOBAOHEJINGZHENGSHICHANG。

    WOMENCHANGSHUOPINPAIYAOYOUXIANMINGDESHIBIE,ZHEIGESHIBIEZHUYAOBAOHANLIANGCENGYIYI——WENZISHIBIEHESHIJUESHIBIE。

    WENZISHIBIE,JISHIWOMENSHUODEsloganGUANGGAOYU,TONGGUOPINPAIDINGWEIYAOTILIANSHUYUPINPAIDUYOUDEWENZIDINGZI,ZHEIGEDINGZIYAOMIAOZHUNXIAOFEIDETONGDIAN,YANGDIANHUOZHESHUANGDIAN,ZHEIYANGDE“WENZIDINGZI”CAIZUYIXINGCHENGSHIBIEXING。

    SHIJUESHIBIE,JISHISHIJUEFUHAOBIAOZHI,YIGEYOUXIUDESHIJUEFUHAO,JIUSHIWOMENSUOSHUODESHIJUECHUI,SHIDUIPINPAIDEQUANSHI,WOMENHUIFAXIANRENLEIHENNANJIZHUWENZI,DANSHIHENRONGYIJIZHUTUXIANG,YINWEITAGENGJUTISHENGDONG。  

辽宁快乐12     SUOYI,WOMENSHUOPINPAIDINGWEIYESHITONGGUODAZAO“WENZIDINGZI”HE“SHIJUECHUI”,JIANLISHIBIEXING,LIYONGSHIJUECHUIGONGJUJIANGPINPAI“”DING“XIAOFEIZHEXINLI”,RANGXIAOFEIZHEJIZHUNI。 




辽宁快乐12 DIER,ZHENDUIXIAOFEIZHE,JIANLIPINPAIXINRENZHUANG,JIANGDIXIAOFEIZHEJUECEDESHIJIANHEFENGXIAN。

    ZAISHENGHUOZHONG,WOMENHUIFAXIANZHEIYANGXIANXIANG,RUGUONISHIYENEIZHUANJIA,XINGYEMINGXING,QUANWEIRENSHI,NISHUODEMEIYIJUHUA,BIERENKENENGGENGRONGYIXIANGXIN,BIJINGRENGUIYANZHONG。SUOYI“PINPAIDINGWEI”DEGUOCHENG,YESHIZAISHULIPINPAIXINRENZHUANG。

    XINRENZHUANGSHIPINPAIGOUTONGDEZHONGYAOYIHUAN,BEIRENWEISHIPINPAIZAIXIAOFEIZHEXINZHIZHONGDEDANBAOWU,PINPAITONGGUOQIANGDIAOZIJIDEXINRENZHUANG,LAITIGAOPINPAIDEKEXINDU,WEIGUKETIGONGXUANZEPINPAIDELIYOU。

    BIRUJIADUOBAO;PINLEISHILIANGCHA;HEQITALIANGCHAYOUHEBUTONG:LIANGCHAXINGYELINGDAOZHE;PINGSHENMESHUOLINGDAOZHE:10GUANLIANGCHAQIGUANJIADUOBAO(ZHEIJIUSHIPINPAIXINRENZHUANG)


    比如拼多多,如何让消费者相信它:3亿人都在用的购物网站。(这就是品牌信任状)




辽宁快乐12     SUOYIWOMENSHUO,PINPAIDINGWEIJIUSHIRENZHI>SHISHI,YOUSHIHOUSHISHIWUGUANGJINYAO,ZHONGYAODESHIRENMENXINZHIZHONGYIYOUDERENZHI。XIAOFEIZHEDEJUECEWANGWANGPINGYINXIANG,TAMENBUHUIZAIQUWANGSHANGSOUSUONIDAODISHIBUSHIZHENDESHI“ZHENGZONG”HUOZHE“ZHENDEYOU3YIREN”?SUOYI,PINPAIDINGWEISHIZAIJIANLIXINRENZHUANG,YESHIZAIJIANLIPINPAIMEIHAOYINXIANGDEGUOCHENG。


辽宁快乐12     NEIME,WOMENRUHELIYONGPINPAIDINGWEILILUNQUJIANLIPINPAINI?

    SHIWEIRENWEIPINPAIDINGWEISHIGEGONGJUXIANG,XIANGZILIMIANHAIYOUHENDUOGONGJU。YIGEQIYEZAISHICHANGSHANGYUDAOQIANQIANWANWANDEWENTI,DANSHIGUIGENJIEDI,WENTIZHICUNZAIYUSANGECENGMIAN,YAOMESHICHANPINWENTI,YAOMESHIYONGHUWENTI,YAOMESHIJINGZHENGWENTI。ERPINPAIDINGWEICELVEJIUSHIJIEJUEJUTIDEWENTI,ZHENDUIBUTONGDEWENTI,PINPAIDINGWEIGONGJUXIANGLIMIANYOUYIXIASANDAGONGJU:USPDINGWEI,PINPAIXINGXIANGDINGWEI、PINLEIDINGWEI。


| USP

YOUJIAODUTEDEXIAOSHOUZHUZHANG,DANSHENGYUERZHANHOU,MEIGUOGUONEIBAIFEIJUXING,SHANGYEZHUJIANFANRONGQILAI。ZHEIGESHIHOU,QIYEYAOXIANGMAICHUQUCHANPIN,ZUIJIANDANDEBANFAJIUSHIGAOSUBIERENNIDECHANPINYOUSHENMEHAOCHU,NENGWEIYONGHUJIEJUESHENMEWENTI。

USPLILUNDEYAODIANYOUSANTIAO:

1、每一则广告必须向消费者提供一个主张,让其明白购买广告中的产品可以获得什么利益;

2、主张必须是独特的,是竞争对手没有的、做不到的,或者说是竞争对手有,但没有说出来的;

3、主张必须是有销售力的,强而有力地聚焦在一个点上,集中打动、感动消费者。

BIRU:JINGCHANGYONGNAO,DUOHELIUGEHETAO


比如:解油腻,喝九龙斋。



 ZHEIDOUSHIHENDIANXINGDEUSPLILUNYINGYONG,JIEJUEDEJIUSHIYIGECHANPINCENGMIANDEWENTI,XIANGXIAOFEIZHECHUANDIYIGEDUTEYOUXIAOSHOULIDECHANPINGONGNENGZHUZHANGHEMAIDIAN,SUZAOCHAYIHUAGONGNENGJIAZHI,LAIZHANGJIUYINGDESHICHANGDEQINGLAI。


| 品牌形象定位

辽宁快乐12     YOUJIAOBIAOQIANDINGWEI。SUIZHEJINGZHENGRIQUJILIE,SHIMIANSHANGSHENGCHANLEISISHANGPINDEQIYEYEZAIZENGDUO,ZHEISHIHOUJIUBUKEBIMIANDEZAOCHENGLEYIGEWENTI——CHANPINTONGZHIHUA。CHANPINTONGZHIHUAZHIHOU,HENDUOQIYEJIUZHAOBUDAOZIJIDEUSPLE。ZHEISHIHOU,QIYEJIUZHIHAOLINGXUNCHULU。


    DUIYUXIAOFEIZHEYEYIYANG,BIRUWOXIANGMAIPINGPIJIU,DANSHIBUTONGQIYESHENGCHANDEPIJIUMEISHENMEQUBIE,KOUWEICHABUDUO,PINZHICHABUDUO,JIAGECHABUDUO。


    NEIMEWOGAIZENMEXUANNI?NEIJIUSUIBIANNAYIPINGBA,HUOZHESHUONAGEKANQILAISHUNYANJIUMAINAGE。YONGZHUANYEYIDIANDESHUYU,ZHEIJIAOZUO:CHANPINTONGZHIHUA,ZAOCHENGXIAOFEIZHEJUECEZHUYAOYILAIGANXINGERFEILIXING。YINCI,MIAOHUIPINPAIXINGXIANGBIAOQIANBIQIANGDIAOCHANPINJUTIGONGNENGZHONGYAODEDUO。JIRANCHANPINSHANGMEIYOUCHAYIHUALE,NEIJIUXINGXIANGSHANGQINGGANSHANGCHAYIHUABA。SUOYIZHEIGESHIHOUDANSHENGLEDAMINGDINGDINGDEBI——PINPAIXINGXIANGLUN。


辽宁快乐12 BIRU:BAISHIKELEGENKEKOUKELECHANPINSHANGMEIYOUQUBIE,NEIJIUSUZAOYIGENIANQINGDEPINPAIXINGXIANG



比如:优乐美的奶茶跟香飘飘没有区别,那就塑造一个浪漫爱情的形象。




| 品类定位 

    YOUJIAOXINZHIDINGWEI。WOMENSHUOJIANLIYIGEPINPAI,SHOUXIANXUEHUICONGPINLEIDEJIAODUQUSIKAO,RANHOULAIKAOLVPINPAI。ERPINLEIBUZAIYUCHANPIN,ERZAIYUXINZHI,TASHIDUIXINZHIXINXIDEGUINA,TONGGUODINGYIXINPINLEI,JIANLIXINRENZHI。


BIRU :JIANGZHONGHOUGU,YANGWEIDEBINGGAN




辽宁快乐12 BIRU:WOERWO·ANQUANQICHE




  WOMENHUIFAXIAN,PINLEIDINGWEISHIJINXINGPINLEIDEFENHUA,JIANGZHONGHOUGUFENHUALE“YANGWEIBINGGAN”YUFEIYANGWEIDEPUTONGBINGGANQUFENKAI,WOERWOFENHUACHU“ANQUANDEQICHE”,YUQITAQICHEQUFENKAILAI,NEIQITAQICHEJIUBUANQUANLEMA?WOBUZHIDAO,WOJIUZHIDAOWOERWOSHIANQUANDEQICHE,ZHEIJIUGOULE。SUOYI,PINLEIDINGWEIDEGUOCHENGYESHIZAICHUANGZAOXINDEGUKEQUNHEXUQIU。


辽宁快乐12 ZUIHOUZONGJIEYIXIA:

|USPLILUNQIANGDIAOYAOCHUANBOCHANPINBENSHENDEGONGNENGZHUZHANGLAIRANGXIAOFEIZHEMAIDAN;


辽宁快乐12 |PINPAIXINGXIANGLUNQIANGDIAOYAOTONGGUOSUZAOXINGXIANG、CHUANDIQINGGANLAIYINGDEXIAOFEIZHEHAOGAN;


|DINGWEILUNZEQIANGDIAOYAOTONGGUOZHANJUPINLEILAIQUGEJINGZHENGDUISHOU,BEIXIAOFEIZHESHUZHI。


辽宁快乐12     NEIME,NIDEPINPAIXUYAOYAOTONGGUOSHENMEFANGSHIJINXINGDINGWEI,JUTIHAIYAOKANQIYEXIANGYAOJIEJUESHENMEWENTI,CHANPINHUOFUWUBENSHENDESHUXINGTEZHENG,YIJISHICHANGJINGZHENGHUANJINGDEXIANZHUANG,CONGERQUXUNZHAOTUPOZHICHU,FAXIANPINPAIDEFAZHANJIYU。XIWANGYISHANGNEIRONGDUIGUIGONGSIWEILAIDEFAZHANYOUQISHIZUOYONG。    



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