悦读 | 认清对手很重要

Core Concept - The article discusses the importance of establishing a strategic opponent in brand positioning to effectively differentiate a brand in a crowded market [2][3][6] Group 1: Brand Positioning - The ultimate goal of brand building is to occupy a specific position in the consumer's mind by clearly defining what the brand is not, which helps consumers understand what it is [2][3] - Successful brands often begin by identifying a strategic opponent and positioning themselves in opposition to it, as seen in the examples of Pepsi vs. Coca-Cola and Target vs. Walmart [3][4] Group 2: Strategic Opponent Strategy - New brands can also benefit from this strategy by positioning themselves against established categories, as demonstrated by the pet food brand "Mafu," which defined itself as "fresh food" in contrast to the common "lightly cooked" products [4][5] - The concept of a strategic opponent can extend beyond individual brands to include entire categories or industry norms, allowing brands to stand out by opposing these established ideas [5][6]