Hsieh Fu-Liang Tan fruit and brand building strategy (Series 3).docVIP

 PAGE \* MERGEFORMAT 5 Hsieh Fu-Liang Tan fruit and brand building strategy (Series 3) Strategy 6: Fruits brand positioning of the new ‘Trinity’ Brand positioning is critical, to paraphrase a saying goes that it is: ‘do the right brand than the brand is more important to do the right’, namely: for a brand, if the location is wrong, might as well not do the brand. Therefore, to build the brand of fruit, it must give a correct brand of fruit reasonable, unique personality differentiated positioning. Moreover, the unique personality of the brand positioning, communication opportunities for easier access to free, to a certain extent, reduce the cost of brand building is a great benefit. Brand positioning is not a fruit, business leaders or local leaders of a subjective idea, nor is it the idea of an instant brand planners, it is necessary to integrate corporate status and strategic vision of fruit, industry status quo, as well as the general trend of social development to carry out a comprehensive analysis. Specifically, a careful analysis of the history and culture of fruit, taste characteristics, the scale of production, growing conditions, growth pattern, etc., and then carefully study the corresponding competitors to compete with them to identify their strengths and weaknesses, as well as their environment opportunities and threats, finally supplemented by SWOT analysis, ‘four state’ analysis (Yuan Zhuo brand agency first) and other analysis tools, the system should be analyzed to determine the fruit got the right brand positioning. It is worth mentioning that the fruit brand positioning can not overlook an important question: For a fruit, the most of existing three brands - regional brand, corporate brand, product brand, brand positioning must strive to ensure its ‘trinity’, for words, a kind of objective existence of the three types of fruit brand, making brand positioning, the three of ‘soul’ must be harmony and unity, must not be self-contradictory, so