Insight
Brand Positioning: If you want to be seen, you have to occupy a good position!
When it comes to sports brands, Nike and Adidas used to come to mind, but in recent years, many people still think of UA (Under Armour)! In addition to its efforts in the 4Ps of marketing (Product, Price, Channel and Promotion), what is the difference between UA's brand positioning and that of its big brothers?
While all three brands appeal to their expertise, the first two have used legendary, god-like athletes as spokespeople, such as Michael Jordan and David Beckham; on the other hand, UA has partnered with under-appreciated players and dancers, such as Stephen Curry and Misty Copeland, with the slogan "I Will What I Want", which is a refreshing and endearing message to consumers. UA's slogan "I Will What I Want" is a refreshingly unique brand positioning that resonates with consumers who don't need to be perfect from the start, but rather can become what they want to be through hard work.
With the onslaught of the knowledge-based economy, digital networks, and technological innovations, enterprises are now facing competitors that are no longer limited to consumers in their own regions, and the globalization effect has magnified the market scope of brands. In this ever-changing environment, it has become a major challenge for all brand owners to ensure that their brand values are delivered accurately and consistently, and that they are favored by their customers over their competitors.
In the face of changes in the current environment, many Taiwanese enterprises have transformed and developed their brands, but in the process, they are still confined to the old mindset of OEM manufacturing, where performance and price are the only competitive advantages, and they are unable to differentiate themselves from other competitors with similar aspirations, resulting in weak consumer awareness of the brand and missing the opportunity to reach new heights.
Process has observed global brands, and in the course of assisting many companies to build their brands, it has been found time and again that successful brands have a clear "positioning"; in other words, "brand positioning" is the basic action that contemporary companies must consider and implement when building their brands.
However, the word "positioning" seems to be easy, but many enterprises do not know how to start. Pro Brand Evolution reminds companies that there are three key points to consider when thinking about brand positioning:
1. In line with the enterprise's own culture and values:
The design and production of any product or service must be in line with the enterprise's culture and brand spirit, otherwise it will easily turn into a mere form of imitation without substantive substance, and will not be able to sustain development.
2. Execution power:
After determining the brand positioning, the more important thing is the actual implementation, in addition to the willpower, but also need to match the marketing plan, channels, cash flow, product / service core competitiveness. It is better to sit and talk than to get up and walk, and plans cannot catch up with changes; only through execution can there be success.
3. Strive for employee recognition:
The implementation needs to be realized to all the details, which not only depends on the headquarter colleagues, including the first line of communication with consumers in the store staff, must be accurate, consistent, and continuously convey the spirit of the brand. Employees are the best brand ambassadors for the company, and only when they are recognized by the staff will there be a chance for consumers to support and trust the brand.
