Brand Marketing Strategy: How Should Women's Clothing Brand Be Positioned?

Today's society is in the era of "information explosion". Too much information has made communication channels between the sender and receiver. Therefore, it is necessary for the information sender to find a shortcut to enable the information to successfully lead to the minds of the recipients. This is the most important reason for brand positioning.

Brand development Location It is to make potential consumers able to have beneficial cognition to the brand, thus forming brand preference and continuous buying behavior. Jack Cut, a famous marketing scholar in the United States, believes that the basic principle of positioning is not to create new and unique things, but to manipulate ideas that have already been in people's minds, and to open the door of Lenovo, aiming to occupy a favorable position in the minds of customers. Therefore, it is necessary to master the strategy of brand positioning.

　　 First, Class location

Brand association is established according to the category of products. Category positioning tries to form the impression that the brand is equivalent to a certain product in the eyes of consumers, so as to become a synonym or leading brand for certain products. When consumers have such specific needs, they think of the brand.

　　 Two. Specific location

The positioning of matching is based on the competitor's brand and the competitor's position. The purpose of matching positioning is to enhance the value and popularity of its brand through brand competition. Enterprises can establish an internal relationship through various methods and well-known brands in their peers, so that their brands can quickly enter the minds of consumers and make their brands glow with the brand name.

　　 Three, grade positioning

Different brands are often divided into different grades by consumers. Brand value is a comprehensive reflection of product quality, consumer psychological feelings and various social factors such as values and cultural traditions. Grades have the value beyond physical objects, such as self-esteem and superiority to consumers. High grade brands often reflect their value through high priced places.

If the price of Rolex watches up to tens of thousands of yuan, it is the most important brand of many watch brands, and it is also a symbol of wealth and status. Having it is like showing a successful person or a member of the upper class. For example, hotels and guesthouses are divided into 1-5 grades according to star rating. The high-end brand image of five star hotels not only covers elegant environment, excellent service, and complete facilities, but also includes people who have certain social status in and out of it. Locating in the middle and low class guest houses, they aim at other niche markets, such as satisfying the low income earners who are seeking cheap and cheap.

　　 Four, USP positioning

USP positioning and positioning contains three aspects: first, disseminating a proposition, a kind of advice and a promise to consumers to tell consumers what kind of benefits they will get from buying products; two, this proposition should be something that competitors can not raise or not propose, and should be unique; three, this proposition should be centered on consumers, easy to understand and disseminate, and has great attraction.

Using USP positioning, in the case of too many brands and fierce competition, it can highlight the characteristics and advantages of the brand, so that consumers can sort their brands in their minds according to their own preferences and the interests of a brand, placing them in different positions, and selecting products more quickly when there are related needs.