农夫山泉品牌定位点分析与启示

Analysis and Enlightenment of Brand Positioning Point of Nongfu Spring

农夫山泉之所以能从竞争激烈的饮用水市场脱颖而出,是因为其坚持以顾客价值为核心,进行恰当的品牌定位,而品牌定位点的选择对于品牌定位而言至关重要。选择品牌定位点,要从消费者对产品的认知层次开始,分别从产品的属性层、利益层和价值层展开分析。农夫山泉首先从消费者的需求出发,选择“天然的是健康的”价值定位点;再以价值定位点为基准,选择“健康”的利益定位点;最后以利益定位点为指引,选择“天然水”的属性定位点。三个层次的定位,思路清晰,特色鲜明,值得参考。

The reason why Nongfu Spring can stand out from the competitive drinking water market lies in the customer value as the core,the appropriate brand positioning,brand positioning point selection is very important for brand positioning.To choose the brand positioning point,we should start from the consumer’s awareness level of the product,from the product’s attribute layer,interest layer and value layer to carry out the analysis.Through analysis,Nongfu Spring first from the needs of consumers,choose“natural is healthy”value positioning point,then value positioning point as the benchmark,choose“healthy”interest positioning point,and finally to interest positioning point as a guide,choose“natural water”property positioning point.Three levels of positioning,clear thinking,distinctive features,worthy of reference.