Today's society has long since got rid of the time and space restrictions of information dissemination. Instead, it is distressing how consumers can accept limited information under the information explosion. In other words, the brand communication of cabinet companies does not necessarily depend on large-scale capital investment, but should be accurately positioned to enter the consumer's mind.

Brand positioning is good for winning

Positioning, it is fixed, the heart is determined, the user's heart is set on the brand. The position is the position, that is, the brand ranks the first in the user's mind, and the position is justified. Positioning is the core of the brand, positioning is the DNA of the brand. In other words, if the brand is not positioned, it is like a person who has only a body without a soul. Brand positioning is to establish a clear image that is different from competitors and meet the needs of consumers for their own brands. The purpose is to occupy a favorable position in the hearts of consumers and make the cabinet brands become a certain category or A representative brand of a certain characteristic. In this way, when the customer generates relevant demand, the brand will be the first choice, which means that the brand occupies this position.

Cabinet companies for precise positioning

If the cabinet company does not realize in the brand competition, the point of "the place of competition occurs in the customer's mind" may lead to the abuse of positioning. The word positioning is full of flying, such as price positioning, crowd positioning, functional positioning, etc. These statements are all at the operational level, not the mental level. Positioning is not the positioning of the product, positioning is not the positioning of the market, positioning is not the positioning of the price, positioning is not the positioning of the product design style. Positioning is the positioning of consumer perception. There is also a bigger misapplication that is the capital market or the company itself wants to force a substantial increase, and the crazy brand extension or product line expansion, thereby weakening consumers' perception of the brand.

Seize the consumer's mental resources

Today, the homogenization competition has become fierce. The essence of competition among cabinet companies has fallen to the limited mental resources of customers. It determines the direction of all income and resources allocation. Cabinet entrepreneurs must first understand what the characteristics of the target group's mental resources are? How is it distributed? What kind of mental resources does the competitor have? What intellectual resources can the company seize? How to seize?

Mind refers to deep-rooted assumptions, profiles, and even images that affect how we understand the world and how we act. In other words, the mental model is the way people think, think and think. It is a kind of implicit psychological activity and thinking activity. It determines the path of consumers' psychological activities and whether consumers accept and accept the brand. . Therefore, the only thing the cabinet brand has to do is to occupy the mental resources of consumers. Consumers' mental resources are both the starting point and the end point of business operations.

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