About category innovation and brand positioning.docVIP

 PAGE \* MERGEFORMAT 3 About category innovation and brand positioning Marco: Liang, and discuss your problem. Liang Zheng slope: OK. Please tell! Marco: not selling Coca-Cola brand, but sell category. Liang Zheng slope: how to say? Marco: Coca-Cola sells “authentic Coke,” this category, rely on selling so well? By Coca-Cola brand. In other words, BMW is not selling, “BMW” brand, but to enjoy the luxury car of this category of driving pleasure Volvo sold is not “Volvo” brand, but more secure than the average car in this vehicle category. Zheng Liang Po: category, is a “positioning theory” the emergence of the concept of horizontal derivative products. What is a category? A city cross-country automobile category, the car is a category, is a sports car category. Marco: is this. Liang Zheng Singapore: BMW, but claimed to be more fun to drive a car brand, Volvo is known as safer than other cars of a vehicle brand. Marco: When consumers buy things, first thought is category, for example, you want to buy a car to enjoy driving pleasure, but you will not be such a long list of say, you say, is the “BMW.” Zheng Liang Po: I would not think like this. That I may have to refute your opinion. Marco: I know ah. Zheng Liang Po: the so-called “category”, the name suggests - “product category” is based on the product by the physical attributes, is the physical level, and positioning the brand in the consumer’s mind and establish an independent, no other brand appeal position, so that the brand value and psychological needs of consumers seamless, that brand positioning is psychological. Marco: Yes. Zheng Liang Po: enjoy driving pleasure, the value of a psychological experience, not the physical aspects of the property segment. Another example, the health of Hong Tong - Herbal Essence compound, aromatic compound to create the category is, the compound is the product of physical attributes The objective reality. Marco: Yes, I agree that the physical p