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Md Siraj
Apr 09, 2022
In General Discussions
In a category, a pioneer brand versus an expert brand is the best way to become a leading brand. So how does a brand create an “expert” positioning? Philosopher Hilary Putnam admits that, like most people, he knows nothing about the difference between elm and beech. But we all know that they are different kinds of trees, and there are experts who will tell us the difference if we need specific information. As a result, experts tend to earn respect and be given authority by people. The same is true for brands. Expert brands have unique cognitive advantages in business competition. In most cases, the leader is the most differentiated text message service concept of brand positioning. In some categories, the cognitive advantage of expert brands can be on par with, or even better than, leaders. The most powerful weapon of an expert brand is to be synonymous with the category. In the 1990s, was the leading brand in China's air-conditioning market, and was on the list. However, will only focus on air conditioners in the next 20 years, and gradually establish the cognition of "air conditioner experts" in the minds of consumers. Since then, "air conditioning expert" and "air conditioning leader" have competed in the minds of consumers. It didn't take long, about 6 years, due to brand extension, defeated text message service and became an expert and leader in the air-conditioning market. In the global search market, the original leading brand Yahoo lost to the expert brand Google; In the US notebook market, the expert brand Hewlett-Packard defeated the original leading brand IBM; In the Chinese water heater market, the expert brand A.O Smith defeated the original leading brand Looking at all business competition, the few brands that have lost their leadership position are usually overthrown by specialist brands because the leading brands want to use their brand "leader" status to grow more business. It can be seen that in market competition, leading brands are most afraid of fighting against expert brands. Conversely, expert brands are one of the best weapons against leading brands. The reason why the expert brand can beat the leading brand in cognition is nothing more than the text message service leading brand’s brand extension and gradually diluting the representativeness of its category. Another reason is also very important. In the consumer’s cognition, the expert brand means With trust and authority. Many brands rely on "expert" knowledge to gain trust. Ai Rees, the father of positioning, once told a case. He said: "There is a dog food brand in the American market. In order to sell products, it is announced that it is the most recommended dog food brand by dog ​​food experts." Why can China Mobile win the competition with the three major operators? The positioning of "mobile communication expert" plays an important role in cognition and guides consumers to make choices that are beneficial to China Mobile. At the end of 2004,
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