Brand positioning theory is dying!.docVIP

 PAGE \* MERGEFORMAT 7 Brand positioning theory is dying! ◇ any theory and methods to China must be based on localized conditions for transformation, brand positioning theory, too, has undergone many changes; ◇ the brand’s core values and product selling points constitute a new market environment, the local brand planning and management core. (Note: The product is not necessarily a selling point to review in accordance with USP theory, because the USP theory in the local market environment has changed.) ‘Brand positioning’ concept and ‘the brand’s core values’ concept is all about? Some said the same thing, brand positioning is a core value of the brand positioning; Some even say that not the same thing, the two can not be equated to the Internet to look at the multitude of opposing, what tone are, even serious differences. If not the same thing, then in the spread, in the end around the concept of brand positioning to determine the spread of the brand is still around to determine the core values of spread? It can be compared with the two leaders, in the end who is leading whom? Trout or foreign or domestic success stories: Seven-position: Non-cola! ‘Non-cola’ is only one type of segmentation concept, according to the definition of the brand’s core values to understand, obviously, ‘non-cola’ is neither a function of interest, nor is it emotional interest, but not based on consumer self-expression-based interests. This example shows that the core values of brand positioning and brand is not the same. Avis (Avis) Car Rental: We are second child! ‘Second child’ is a leader Kan behind the concept of analogy, if the definition of the brand’s core values to understand, obviously, ‘second child’ is not the concept of ‘the brand’s core values’. This example also shows that the core values of brand positioning and brand is not the same. United Jersey Bank (United Jersey Banks) position: ‘Fast Action Bank’ Obviously ‘fast’ is a functional benefit, in accord