Resolution brand positioning strategy and positioning strategy.docVIP

 PAGE \* MERGEFORMAT 12 Resolution brand positioning strategy and positioning strategy Brand building (branding) the primary task is to brand positioning, while the subsequent brand identity design, brand communication demands, brand image building and brand extension strategies such as are carried out based on the brand positioning. We know that ‘location’ (positioning) the concept of positioning theory in 1969 by the Iris and Jack Trout, founder of Marketing Magazine in the United States ‘Advertising Age’ and ‘industrial marketing’ published a series of articles targeting first proposed. They think the face of today’s spread over an increasingly homogeneous and product age, to win the consumers, it is necessary to make their products unique, in the minds of consumers forming a unique position. Iris and Jack Trout said: ‘positioning for the future of your potential customers mind by the effort put in, that is, the product positioning in the minds of your future customers. ‘Marketing orientation can be a commodity, a service, or even a company, an institution started, but it does not want you to make any major product changes, but the name of your product, brand, price, packaging, service, make an effort for their products in the market to establish a clear, unlike competitor products, and meet consumer needs, the image, which is aimed at the hearts of potential customers to obtain a favorable position. In short, ‘Positioning is how the minds of prospective customers is unique. ‘Can be seen from the outside in positioning is a process, is from a consumer point of view, for the potential consumers of psychological action. Brand positioning is the concept of meaning in the above position based on the greater emphasis on differentiation, that is, the difference of target consumers and consumers the value of differentiation. Differentiation refers to the target consumer of the product or service companies from which consumers select a particular sub-groups to ser