Ellis brand positioning method.docVIP

 PAGE \* MERGEFORMAT 9 Ellis brand positioning method 70 years Ellis (AL Rise), and Jack Trout (JackTrout) proposed ‘positioning’ (Poitioning) concept, in foreign countries has been considered to be planning to advertise one of the most basic ways. The so-called ‘location’, that is, the product positioning in the minds of your potential future customers, or is advertising for the products in the minds of consumers to find a location. This position, once established, will enable consumers need to address a specific consumer problem, first consider a particular brand products. Location does not change the product itself, but to the customer in mind occupied an advantageous position. Ellis’s position include the following methods. 1. Establish a ‘leader’ status. Generally speaking, the first brand to enter the human brain, there are many advantages. On average, than the second brand in the market share, twice as many. The second third will also have better reputations than twice as many. And there is no major reason for this relationship is not easy under the conditions change. Consumers will buy their first country to recognize the goods, and continue to buy the same brand next time. Store will be the first to purchase the brand leader. IBM’s best-known manufacturer of photocopiers than the enterprise Connaught (Xerox) technology, manpower and financial resources to be strong and so much more. However, IBM’s production of copiers and enterprises Nobis, but pale into insignificance. Kodak to enter the ‘immediate imaging’ market, with the ‘Polaroid’ (Polaroid) competition, and found that only a very small market share. There are certain commodity categories, will be temporary two comparable brands, but sooner or later there will be a brand prevail and make this market to stabilize. To obtain the status of a leader can be the first to enter the main problem is mental. The effective way to maintain this position is to continuously strengthen the original concep