Research Of Problems Of Positioning In Brand Competition

The main clue in this dissertation is the connection between brand, brand competition, positioning and brand positioning. Four problems are involved, which are strategies of brand positioning, tactics of brand positioning, strategic communication of brand positioning and second-brand positioning. The integrated structure of brand positioning theory is more perfect, some innovations are brought forward and part theories are broken through. Seven chapters are divided as follows:In chapter one the essence of brand is analyzed completely. The opinion is put forward that brand competition is the entire and organic one exceeding any competition of marketing strategies.In chapter two, brand positioning is induced by way of placing positioning in brand competition. The basic system of positioning comprises its evolution, connotation, function and the relationship between it and marketing strategies. The significance of brand positioning for brand competition is discussed in this chapter.Basic problems of brand positioning are discussed in chapter three. The preparation of brand positioning covers the criteria, principles and foundation of brand positioning. This chapter concludes the misapplication in brand positioning and how to solve them.Brand positioning is analyzed from the strategic layer in chapter four. The procedure of brand positioning comprises four steps. Every phrase is analyzed and some problems should be paid attention to in the course of brand positioning strategies.In chapter five, brand positioning is introduced in detail from the tactical layer which covers the principles and types of brand positioning tactics as well as how to carry out the tactics successfully.Strategic communication of brand positioning is studied in chapter six. The author mainly elaborates the different phrases of strategic communication, the relationship between it and pertinent factors that include brand design, brand pack, consumer psychology and integrated marketing.In last chapter, the problem of brand second-positioning aims at its reasons, the basic demands of its decision, and the steps of second-positioning.In brief, the comprehensive analysis is conducted about the brand competitive features and brand positioning system in the dissertation. The dissertation closely connects the brand competition and positioning, innovating part theories of brand positioning.