万宝路品牌定位.docVIP

PAGE 1 PAGE 2 《市场营销学》专题研讨报告 第12专题：品牌定位—— “淑女”到“牛仔”，万宝路的品牌变性 指导老师： 学 院： 年级专业： 组 名：步步为营 组 长： 小组成员 时 间： 2014年9月21日 目录 前言 ····························································1 一、品牌定位····················································1 （一）品牌······················································1 （二）定位······················································2 （三）品牌定位··················································3 （四）为什么要进行品牌定位······································3 （五）品牌定位的辨析············································5 二、品牌定位过程····························