The brand promise is to the channel - Farewell Iris and Jack Trout.docVIP

 PAGE \* MERGEFORMAT 34 The brand promise is to the channel - Farewell Iris and Jack Trout 70 years from the Iris (AL Rise), and Jack Trout (JackTrout) proposed ‘positioning’ (Poitioning) concept, in foreign countries has been recognized as the brand positioning of the most basic methods. 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. Iris and Jack Trout’s Positioning include the following methods. 1. Establish a ‘leadership’ position, the first to enter the consumer’s mind. 2. Follow up on the positioning of those who re-search from the consumer psychological look at the existence of a ‘gap’, this ‘gap’ while at the center position can not be compared to the leader, but it can keep ‘second’ or ‘third’ of the location, such as high-price gaps, low-cost gap, gender gap, age gaps and so on. 3. Create a position order, the competitors were already occupied the position in people’s psychological re-orientation, to create a new order. This based on the consumer mentality of ‘positioning’ theory, the advertising or media was widely supported. Ogilvy amp;amp; Mather’s ‘brand triangle’, refers to the consumers (target groups, demand, consumer psychology, buying patterns, brand awareness and evaluation of each), competitors (the market situation and development trend, the brand status and the advantages and disadvantages, Brand Promotion and the minds of consumers the image / status) and their (product, brand, business advantages and disadvantages of the three in the consumer image / status). According to this approach, the brand positioning has become a lock on its target consume