Clear understanding of the real position.docVIP

 PAGE \* MERGEFORMAT 9 Clear understanding of the real position As far as I know, a lot of enterprise’s brand managers have to ‘brand building’ words and worry about. Fortunately, a small brand, product variety is not a lot of planning for the brand connotation is relatively simple, and highlight the advantages are more likely to be able to express them; while the big brands will suffer, and its at least 4-5 months category, 40-50 varieties , hundreds of SKU, if all are with a brand, is indeed difficult. As a result, many people ‘positioning’ word again and again to question the three, and then think ‘brand useless’. So, the problem in the end what went wrong? When we operate a lot of product category, brand positioning in the end how? In particular, for large brands, how to make it ‘big and not chaos’? In this writer of a few points: One selling point is not equal to location It is precisely because many people, in the ‘positioning’ and ‘selling point’ between the confusion, seeing them as one thing, leading to a brand’s positioning of a variety of one, a category of several positioning, and eventually: a brand as little as 7 -8 a position, as many as a dozen positioning, consumers do not clear them in the end in the ‘sell’ what. Thus, one messing up the brand will lose positioning. So, what is positioning in the end? What is the selling point in the end? What is the difference between them in the end? In doing this answer: Positioning, must pay attention to one concept: inclusiveness. That is, it must effectively cover all products of this brand, otherwise it can not be targeted. The selling point is different, and its mission is mainly to that product Mai Hao, Hao Jiuxing even sell that SKU does not need a lot of tolerance. Therefore, the positioning and selling points is the difference between: Positioning is definitely a selling point, but it can become a position is not necessarily a selling point. Under normal circumstances, only an honor to be a s