The so-called brand positioning, brand in the audience is instructed occupy the minds of the status of a process or action is expected to create or shape a target market with the brand image related to the process and results. It corresponds with the brand should be the establishment of a target consumer group is intrinsically linked. Brand positioning is often to educate consumers that part of the brand identity, the purpose is to effectively build brands and competitors, differences, occupy in the minds of consumers in a unique position. Increasing homogeneity in the product today, to successfully build a brand, brand positioning is important. Brand positioning strategy is more technical, can not do without rigorous scientific thinking, we must pay attention to strategies and methods. In this paper, and recently, a common method of brand positioning were summarized. First, the effect of positioning Second, the quality of positioning Third, the emotional positioning Fourth, targeting corporate philosophy Fifth, self-expression orientation Sixth, senior groups targeted Enterprises can take advantage of the prestige of groups, collective concepts or fuzzy way, people will play the club strictly limits the senior group brand, stressed that he is a member of the senior group to improve the image of their status and prestige, won the Consumer by the trust. Chrysler, the U.S. declared itself the U.S. "Big Three auto companies," so that consumers feel Chrysler and the first and second cars, like all well-known, and thus received good results. Lijun sand, Diaopai, cold acid spirits play the "Famous Chinese Trademark" slogan impressive; rise up to the floor, Deer Air Conditioning stressed that "national exemption product" to enhance consumer trust in the company's products. Seven, the Chief positioning Eight, the quality / price positioning Nine of life, please adjust positioning Ten, category positioning XI grade orientation Second, cultural orientation XIII contrast positioning Fourth, the concept of positioning Fifth, historical position XVI philosophy of life orientation XVII analogy positioning Eighth, shape positioning Form of positioning is based on the morphological characteristics of products as a unique brand identity. Increasing the intrinsic properties of the product the same day, the product of the form itself can create a market advantage. This positioning in today's "smoke everywhere," the mobile phone market is particularly prominent. Konka launched a unique r6166 "black screen" mobile phone in the mobile phone is unique; Amoi will "dance" of the a8 phone, refreshing; Haier's "wind rush" mobile phone, emphasizing the unique style of the "pen." The advocate for the individual personality differences to consumer preferences particularly attractive novelty. Nineteenth, situational positioning Brand positioning is the scenario with a certain environment, occasions the use of the product linked to arouse the consumers in a particular scenario of the brand association, resulting desire to buy and purchases. Nescafe ad continues to prompt a cup of coffee in the workplace, workers will feel thirsty, tired mind Nestle; Lang jelly recommended in the ad "to a work and leisure, sightseeing tour to one, to a gathering of friends, built Entertainment body to a "people happiness and joy in these situations think of Lang. Twenty, consumer groups targeted The mapping directly to the product to appeal to target consumer groups, highlighting the products for such services, consumer groups, to get the target consumer group identity. Combination of the brand and consumer, is conducive to enhancing the consumer's sense of belonging, to produce "my own brand of" feeling. If Goldlion as a "man's world"; Hayao retaining Tong as the "Children's cold medicine"; Pepsi as a "young generation of cola"; Beijing Petroleum Chemical Company uniform "unified classic" oil will be targeted to "limousine special lubricants."
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Overview of brand positioning
Brand positioning refers to the enterprise market positioning and product positioning, based on a particular brand of personality differences in cultural orientation and decision-making on the Shangye, which is the target market to establish a brand image related to the process and results. In other words, referring to a particular brand to identify an appropriate market position, so that the minds of the consumer goods occupy a special place, when a need arises suddenly, such as a sudden thirst in the hot summer, people will immediately think of the "Coca Cola" red and white cool and refreshing. Brand positioning is the primary task of brand management, brand building is the foundation of brand management is a prerequisite for success. Brand positioning and marketing in brand management plays an invaluable role. Brand positioning and the brand is the brand's target consumer group corresponding to an inherent connection established. Brand positioning is the core of market positioning and focus on performance. Once the _select_ed target market companies, it is necessary to design and create their corresponding products, brands and corporate image, to gain recognition of the target consumer. Since the ultimate goal of positioning is to achieve product sales, while the brand is the basis for dissemination of product information, brand, or the main basis for consumers to buy products, which brand to become a bridge between products and consumers connected, brand positioning will be market positioning and focus on core performance.
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The purpose of brand positioning
The purpose is to brand positioning into brand products, in order to facilitate the correct understanding of potential customers. A successful brand has a feature that is consistent with a functional form of the brand and the psychological needs of consumers connect, in this way the brand positioning accuracy of the information conveyed to consumers. Therefore, firms may initially have a variety of brand positioning, but the ultimate goal is to build the most attractive among a competitive advantage, and by some means to communicate this competitive advantage to the consumer awareness into consumer psychology . Do brand must tap a point of interest to consumers, when consumers demand in this area, first think of its brand positioning, that is for their own brand in the market to establish a clear, are different and competition opponent, in line with the image of consumer needs, the aim is to occupy the minds of consumers in the potential of a favorable position.
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How to brand positioning
There are different types of consumers in different consumption levels and consumption habits and preferences, the brand positioning starting from the subjective and objective conditions and factors, searching for competing objectives and requirements of the targeted consumers. Market segmentation according to the particular market segment to meet the specific needs of specific consumers, identify market niches, refine the brand positioning. Consumer demand is also changing, companies can also progress of the times and new product development trends, and guide the needs of target consumers new to form a new brand positioning. Mozhun customers brand positioning must be the heart and arouse their inner needs, which is the focus of brand positioning. So, brand positioning, the key is to seize the hearts of consumers. How to do this? Nature must be brought to the interests of consumers actually meet a real need for them. But to do this does not mean that your brand can be favored, because the market there are many companies producing the same products, but also give the customer bring the same benefits. Now the world market has not found the product may only solution, corporate brand to stand out, you must also try to create differences, only the distinctive features will be easier to attract attention. Therefore, in order to achieve a strong brand position in the market, it should have one or more features, looks like the market "only". This difference can be manifested in many aspects, such as quality, price, technology, packaging, service, and even the product itself can also be from some imaginary concept. Such as the Marlboro reflected by the free, bold, expansive, open country, the power of man image, does not have any relationship with cigarettes, but rendered a human abstraction. Therefore, a brand allowing consumers to accept, do not have to put it into a round shape the image, as long as there is already an advantage to win the one hand, many foreign brands often rely on the advantages and become a brand name. For example, the mobile phone market, Motorola's propaganda is "small, thin and light" features, Nokia is claiming its "no radiation" feature; in the car market, Volvo's emphasis on its "safety and durability", Philippines Stuart tells "energy", Benz claims the "noble, king, prominent, Extreme," Saab said that the "flight technology", BMW has talked about its "fun to drive." These brands have their own party fertile ground for growing. Therefore, all you want as much as possible to meet consumer desire is stupid, every brand must tap a point of interest to consumers, and once the needs of consumers in this regard, first of all immediately think of it. Over the years, Coca-Cola and Pepsi Cola is the undisputed beverage market leading brand in the minds of consumers is well secured, and many new brands countless attacks, all ended in failure. However, the seven-but the "non-cola" positioning, other than cola drinks as a beverage choice, not only to avoid direct competition with Coke varieties, but also clever and the two brands from another angle, put a hook to make you upgraded to the status of their tie, sit tight in the top spot market. It can be seen, seven-success is mainly the "positioning" of success. Brand positioning for the success of a brand plays a very important role.
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The process of brand positioning
Branding and market positioning is closely related to brand positioning is the core of market positioning, market positioning is the expansion of the extension, is a means to achieve market positioning, therefore, the process of brand positioning is the process of market orientation, the core is STP, which segments (segmenting), _select_ the target market (Targeting) and specific targeting (Positioning) The relationship between them, said the following figure:
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Market Segmentation
Market Segmentation of the 20th century 50's marketing experts from the United States put forward Wendell Smith • Marketing relay was called "consumer-centered concept," again after the revolution. Market segmentation is an enterprise based on business conditions and their own marketing to consumers according to different standards of intent into a smaller, and has some similar characteristics of the sub-market approach. Enterprises in market segmentation is that in modern market conditions, consumer demand is diversified, and the large number of widely distributed, any business can not meet its own limited resources on the market for all consumer requirements. Through market segmentation, specific to the market to provide consumers with the advantages of their product or service is the most basic premise of modern marketing. 1. The basis for market segmentation Large number of consumers need to vary, but companies need to follow according to certain criteria to distinguish, identify their target population. The main basis for market segmentation are: geographical criteria, the population standard psychological criteria and standards of conduct, based on these standards in the market segments are geographic segmentation, demographic segmentation, mental breakdown and behavioral segmentation. (1) Geographic segmentation Such as the U.S. Renault (R • J • Reynolds) will feature the Chicago cigarettes into three smaller markets: A northern regional markets. Most of the residents here have received a good education, health care, so companies selling low-tar cigarette brands. B southeastern market. The residential area is blue-collar workers, and to keep their income low, so companies selling low-priced in this Winston cigarettes. C in the southern region market. Black residential areas in the region, so the company to a large number of black newspapers and bulletin boards using thin joint high level of promotional Sharon cigarettes. (2) Population subdivision Population breakdown is based on the consumer's age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality and other factors the market is divided into several groups. Because the structure of consumer demand and preferences, product usage of the brand is closely related to population, demographic factors also easier to quantify than other factors, therefore, the population segment is the most widely used segment of a subdivision. Age, gender, income is the most commonly used indicators of population subdivision. Purchases of consumer demand growth in the size change with age. Young people in the old market and the market are quite different, young people spend generous, stimulating the pursuit of fashion and trendy; and the requirements of the elderly relative to the conservative and steady, but the pursuit of practical effect, pay attention to inexpensive. Therefore, companies providing products or services, develop marketing strategies relative to these two markets should be different considerations. Gender breakdown in the clothing, cosmetics, cigarettes, magazines, used more widely. Male and female market demand market is very different characteristics, such as the President demands of cigarettes and tobacco point of very different men. Men's Marlboro cigarettes, strong emphasis on men, like cowboy chic, and Kool cigarettes, the prominent women, Ms. mysterious elegance. The market based on income can be divided into high-income level, white-collar, working-class and low income groups such as the volume or partition class. High-income class and white-collar workers are more concerned about product quality, brand, service and value-added products and other factors, and low-income people are more concerned with price and availability. Such as car companies, real estate companies for different income groups to provide different products and services. Of course, many enterprises in the population segment, often not in accordance with a factor, but the use of two or more factors in combination. (3) mental breakdown Psychographic segmentation is based on the consumer's social class, lifestyle and personality characteristics to segment the market, in the same geographic market segments may show very different psychological characteristics. Such as the United States as a pharmaceutical company to the consumer into realists, believe that the authority of those skeptics who are four types sentimental. Mental breakdown during the main consideration of the factors are: Social class Lifestyle Consumer goods that people tend to reflect their way of life, therefore, brand managers can segment the market accordingly. For example: Volkswagen consumers classified as "conformist citizen" and "car enthusiasts"; and a female fashion companies will be based on the different lifestyles of young women into "simple women", "Fashion Female Long", and " Ms. dead men, "the three categories and provide different brands of fashion, very popular with the market. Personality Psychological characteristics of personality is a concentrated reflection of man, not caring individual consumer preferences tend to have different interests. Consumers choose the brand, there will be reason to consider the practical function of product, while the emotional evaluation of different brands on show personality. When the brand personality and self-assessment of their identities coincide, they will _select_ the brand, the 20th century, 50's, Ford Motor Company Ford and Chevrolet vehicles in the promotion when stressed personality differences. (4) Behavioral segmentation Behavioral segmentation is based on the understanding of consumer brands, systems, use of and reaction to the market segment. Sub factor in this regard are the following: Time: that is, customers need to come up with to buy the brand or brands of time, such as marriage, studies, programs. Purchase frequency: often buy or occasional purchases. Purchase benefits: cheap, convenient and practical, trendy fashion, show off and so on. User status: once used, never used, the initial use, the potential users. Know about it: do not know, heard of, are interested in, hope to buy, ready to buy more. Attitude: enthusiastic, positive, indifferent, negative, hostile. 2, the requirements of market segmentation Companies providing products or services according to the characteristics of certain details of the _select_ion criteria, and investigation and analysis of this standard, the ultimate segments of interest are described and summarized. Sometimes, respectively, using the above criteria can not generalize the four sub-segments, it must consider the integrated use of the above four criteria, more detailed information on the target market the better choice. Summed up the final segment of the market should at least meet the following requirements: After the breakdown of the market must be specific, clear, not specious or generalities, otherwise meaningless. After the breakdown of the market must have a potential market, but also into the possibility of such enterprises have meaning, if the market potential is very small, or the cost of entry is too high, businesses would not be necessary to consider such a market. 3. Market segmentation of the "seven-step Subdivision" By the decision-making through "brainstorming" from the geographic, demographic and psychological characteristics, purchasing behavior characteristics and so a rough estimate of potential customers. Analysis of the different needs of potential customers, the initial formation of a number of consumer market segments with similar needs. Excluding the initial formation of a few common features between the sub-market to the differences between them as the basis for market segmentation. Temporary designation for the sub-market. Better understanding of the characteristics of market segments for subdivision or consolidation. Measure of the size of each market segment, estimated levels of potential profitability. Subdivision outlines the seven-step general procedure market segments, companies in actual operation, should be applied flexibly according to actual conditions.
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To determine the target market
Market segmentation based on the assessment of market segments from sub-brand should be positioned to determine the target market. The procedure to determine the target market is: 1. On the assessment of market segments to determine the target market; 2. _Select_ the entry way of market segments. 1. Assessment of market segments Assessment of the core business segment is to determine the actual capacity of market segments, assessment should consider three factors: the size of market segments, the internal structure of attractive market segments and enterprise resource conditions. Potential market segments needs to be a moderate size and regularity of the trends. The potential scale of demand is the number of potential consumers, purchasing power, demand elasticity and other factors, in general, the larger the potential demand, market segments, the actual capacity is also smaller. However, for enterprises, market capacity is not the bigger the better, "appropriate" means is a relative concept. For small businesses, the greater the size of the market need to invest more resources, but also for the greater attractiveness of large enterprises, the competition the more intense, therefore, choose not to be big business value instead of the smaller market segments is the best policy. Attractive market segment depends on the internal structure of the potential competitive market segments, the more competitors, more competition, the less attractive market segments. There are five forces to determine the state of competition in market segments, namely: the same brand competition in the industry, potential new competitive brands to participate, alternative brand, brand products, buyers and suppliers, the power from the supply side, the five sub-decisions the scale of the potential market demand, thus affecting the actual market capacity. If the number of market segments competing brands, and powerful, or barriers to entry, high exit barriers, and replace the existing brand, the market will lose its appeal. For instance, China film market, Kodak, Fuji eyeing the two international brands, the strength of the market accounted for the vast majority of profits, Lucky in the nation under the slogan of the industry seeks to expand market share, small and medium enterprises to enter such a market, the likelihood of success is small, if the market segments in the strong bargaining power of buyers or suppliers of raw materials and equipment, high prices are strong investment, the attraction of market segments will be greatly decreased. Therefore, assessment of market segments from the above three aspects into account, overall balance, this assessment makes sense out of the business. 2, choose the way into the market segments Through assessment, brand management will find one or several segments of the market is worth entering, which is the brand of choice by operators target market, the following is to consider the way into the target market, the companies how to get into the issue, this chapter Five ways to provide access for reference. (1) centralized access method Enterprises to focus all the power in a target market for brand management, to meet the market demand, the success of the brand after the brand extension. This is the SMEs in the context of limited resources, a common way to enter the market. Many security key products companies to enter the market from time to time in the flagship brand with a centralized marketing strategy. For example, the wife Group "wife oral" blood for the psychological beauty of young women to enter the market have been successful, and now introduced the "meditation Liquid" into the middle-aged female market, too, was a success. Focus on the way into the favor of cost savings, outstanding investment in a limited brand image, but the risk is relatively large. (2) have a choice of specialized Brand managers have chosen a number of target market, the market simultaneously in several brand marketing, between these markets may have little or no contact, but the business can be profitable in each market. Such as Procter & Gamble shampoo market, the toothpaste market, the detergent market, marketing activities and at the same time have been successful. This mode of entry is conducive to spread the risk, the enterprise in a market failure even if not all bets are off. (3) access to specialized Brand manufacturers to produce a concentration of resources available to the various types of customers or products specifically designed to meet the various needs of a customer base of services marketing. For example, only the production of "solar" water heaters to supply all consumers; or university laboratories to provide the required range of products, including flasks, reagents, microscopes, purple lights and so on. (4) no difference in access to Brand managers on the differences between the various market segments is negligible, the various market segments to focus only on the common features between the launch of a brand, using a marketing mix to meet the market demand for most consumers. No difference between access and distribution are often bombarded with large-scale advertising approach to establish a brand image to achieve rapid results. 20 years as the 20th century, the U.S. launch of Ford Motor Company Ford T car, the company announced that: The company's products can meet all customer requirements, as long as he wanted to be a black T-car. No difference into the strategy can reduce production and operating costs and advertising costs, does not require research and evaluation of market segments. But the risk is relatively large, after all, in the modern requirements of an increasingly diversified, individualized society, a product, a brand is unlikely to meet most needs. (5) differences in access to Brand managers have more than one sub-market as the target market segments, different products were designed to provide a different marketing mix to meet the different needs of each sub-market, this is big business often used mode of entry. Such as the Haier Group, the refrigerator only to distinguish one product, "the prince", "double the Prince," "Little Prince", "Haier Earth Wind" and several other design, different models of the brand, to meet the family, hotels, restaurants, the different market segments in rural areas, the demand on the refrigerator. Difference into the demand for specific target markets, and thus a higher probability of success, to achieve greater market share, but no difference in marketing costs to enter than to be high. Market entry methods have advantages and disadvantages of five, enterprise should be considered in the choice of their own resources, with product features, choose the most appropriate way to enter.
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Brand positioning
_Select_ the target market and the process of entering the target market but also the process of brand positioning. As we stated before, the core brand positioning is to demonstrate its competitive advantage, through the competitive advantage of certain strategies to communicate to consumers. Therefore, in terms of brand management in determining the most important goal is to choose the correct brand positioning strategy, the establishment he hoped, within the target market most consumers are attractive competitive advantage. Section III of this chapter will elaborate on the content of brand positioning strategy.
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The significance of brand positioning
1. Brand positioning will help potential customers remember the message of the enterprise Modern society is information society, open your eyes to people from the bombing began to face information, consumers besieged by information, overwhelmed. A variety of news, information, news, advertising overwhelming. To newspapers, for example, U.S. newspapers have ten million tons of paper annually, which means that annual consumption of 94 pounds per person per day newspaper. In general, a metropolitan newspaper, as "21st Century Business Herald", may contain more than 50 million words to read 300 words per minute rate, the total required to read almost 30 hours. If you read it, one day, even if do not do anything else, eat, sleep, can not finish reading a newspaper. Moreover, modern society has a wide range of media tools, television, magazines, network information is also overwhelming, updates quickly. So much media, so many products, so much information, consumer confusion is inevitable, it also allows companies in many promotional efforts to be destroyed, unable to get satisfactory results. Scientists have discovered that people can only accept a limited measure of the feeling. Beyond a certain point, my mind would blank refusal to perform normal functions. In this "sense of excess, when there are only compressed information, and positioning for their products, the best move of creating a mental image of potential customers, is the only wise choice. Brand positioning of the brand to potential customers to produce the correct knowledge, thereby creating brand preference and purchase operations, it is the success of enterprise information leading to potential customers mind a shortcut. 2. The theoretical basis of brand positioning Brand positioning, brand image is built on delivering value to the act, is the target market to build a brand image related to the process and results. Brand positioning and application of the proposal has its theoretical basis. (1) people just look at the things they want to see People just look at the things they like to accept, things that do not look like the more the worse sense of disgust, not only does not beauty, but also feel ugly. An accurate positioning of the brand to guide people to good, understanding aspects of the United States, on the contrary, an unknown brand, people tend to think it has a lot of features as other products. The reason why advertising is a powerful marketing weapon is that he constantly communicated to potential customers and feel they expect miracles. (2) people reject their spending habits are not the same thing Consumers in the long-term purchase, consumer behavior is often the formation of a specific good habits. If people like to go to the big shopping malls to buy clothes, household appliances, go to the supermarket to buy daily necessities, food; and some people like to drink fruit juice, some people like to drink cola consumption habits ... ... inertia, once formed is difficult to change, enterprises need to pay a huge efforts. Brand positioning will help cultivate consumer habits, improve customer loyalty. (3) the same kind of thing people remember is the limited As we mentioned earlier, this is the era of information overload, many kinds of products to an unprecedented extent, but people's memory is limited, and few people can accurately list of more than seven brands of similar goods, people often Remember that energy is on the market, "the first, second," the time of purchase are often the first thought is that some well-known brands. Such as Coca Cola, Kodak, IBM, Motorola and other brand-name products are often the first choice among consumers. 3. Brand positioning is the inevitable product of marketing development Impossible for any company on the market for all customers of all products or services, but only to choose according to their specific market segments have an advantage, otherwise it will take into account everywhere, always failed, in a passive position. Brand positioning as the market positioning of the core, is to help companies determine the most attractive, and can provide effective services to the target. The development of marketing in general has gone through four stages: namely: the mass market era, the era market segmentation, the distinction between marketing segmentation age times and big, big marketing era is characterized by the needs of customers is the price, features and application-oriented. That corporate profits should be committed to the development of various combinations of products, claims the characteristics of the market to take a different marketing mix, customer needs to provide more products and services. Niche Marketing is committed to the application of the product or service differentiation, that is, to the brand positioning, differentiated product or service is not only the functional aspects of differentiation, but also aspects of cultural value added product differentiation, which It is both the basis for brand positioning.
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Brand positioning Problems
1, the correct brand positioning and understanding of the relationship between product differentiation and achieve product differentiation and brand positioning in organic synthesis. To correctly understand the brand positioning and product positioning relationship, you must first petition the brand positioning is not the same as product differentiation. Brand positioning and product differentiation and associates, there are significant differences. Traditional product differentiation is in the product under the conditions of oversupply, producers of novelty variations of existing products in order to achieve product differentiation from competitors, differentiated primarily by their performance and quality of the product itself and other physical factors to achieve . The brand positioning is different. Brand positioning not only in order to achieve product differentiation, but also in order to achieve brand differentiation. With the increasing market competition, enterprises in the same industry product differentiation increasingly difficult to form, how to influence consumers to buy products using the physical factors and to the consumers of the material and functional benefits, but also focus on using products, style, culture, personality and other intangible factors and to consumers of mental and emotional interests, to shape the business and its unique and valuable brand image in order to take advantage of the psychological base, it becomes rational choice enterprise competition. Visible, product differentiation is not the full content of brand positioning, brand positioning is the basis or means. Brand positioning is a new, higher level of marketing ideas and marketing strategies. 2, correctly handle the brand positioning and integrated marketing communication brand relationship, and brand positioning and brand promotion of organic synthesis. Starting from the product brand positioning, product positioning in addition to other, as an important part of brand positioning is the process of integrated marketing communication brand advertising appeal. Must be recognized, brand advertising appeals as a corporate theme to communicate with consumers is an important manifestation of the brand personality, no subject target the demands of the customer identity, brand positioning is also difficult to achieve, or even impossible. However, exaggerated the role of advertising appeals, and then only to the brand awareness brand positioning advertising appeals to one-sided. Not consistent with the advertising appeals of products, then the vitality of advertising, advertising effect can not be persistent. Therefore, we can say that brand positioning is based on product positioning, targeting advertising appeal for the protection, through the use of a variety of integrated marketing tools the process of shaping the brand image. Contains product positioning brand positioning, but also depends on the publicity positioning, brand positioning to consumers as reflected in the final perceived brand image and personality is positioning product positioning in the combination of promotion. Problems in brand positioning 1, the correct brand positioning and understanding of the relationship between product differentiation and achieve product differentiation and brand positioning in organic synthesis. To correctly understand the brand positioning and product positioning relationship, you must first petition the brand positioning is not the same as product differentiation. Brand positioning and product differentiation and associates, there are significant differences. Traditional product differentiation is in the product under the conditions of oversupply, producers of novelty variations of existing products in order to achieve product differentiation from competitors, differentiated primarily by their performance and quality of the product itself and other physical factors to achieve . The brand positioning is different. Brand positioning not only in order to achieve product differentiation, but also in order to achieve brand differentiation. With the increasing market competition, enterprises in the same industry product differentiation increasingly difficult to form, how to influence consumers to buy products using the physical factors and to the consumers of the material and functional benefits, but also focus on using products, style, culture, personality and other intangible factors and to consumers of mental and emotional interests, to shape the business and its unique and valuable brand image in order to take advantage of the psychological base, it becomes rational choice enterprise competition. Visible, product differentiation is not the full content of brand positioning, brand positioning is the basis or means. Brand positioning is a new, higher level of marketing ideas and marketing strategies. 2, correctly handle the brand positioning and integrated marketing communication brand relationship, and brand positioning and brand promotion of organic synthesis. Starting from the product brand positioning, product positioning in addition to other, as an important part of brand positioning is the process of integrated marketing communication brand advertising appeal. Must be recognized, brand advertising appeals as a corporate theme to communicate with consumers is an important manifestation of the brand personality, no subject target the demands of the customer identity, brand positioning is also difficult to achieve, or even impossible. However, exaggerated the role of advertising appeals, and then only to the brand awareness brand positioning advertising appeals to one-sided. Not consistent with the advertising appeals of products, then the vitality of advertising, advertising effect can not be persistent. Therefore, we can say that brand positioning is based on product positioning, targeting advertising appeal for the protection, through the use of a variety of integrated marketing tools the process of shaping the brand image. Contains product positioning brand positioning, but also depends on the publicity positioning, brand positioning to consumers as reflected in the final perceived brand image and personality is positioning product positioning in the combination of promotion.
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