The Setting Up For Brand Positioning System Regarding Brand Core Value As The Center

The brand positioning is a core content of the brand strategy. It is the foundation andguarantee of brand setting up too. A accurate brand positioning is the necessary premise toestablish the pre-eminent brand. Brand core value is the core value that the brand's promiseto consumers, it represent the ultimate meaning and special value to consumers, it is the onlyone and the most worthy essence in a brand. Having clear and definite brand core value isthe necessary premise to a brand if it want to be a famous one. Our native brands have many shortages in the aspects of brand positioning. From theanalyze of why our native brands, especially our shampoo brands, have so many problems inthe brand positioning. The writer discovered that having not giving more attention to thebrand core value and having not regarding the brand core value as the center and lacking ofpolicy continuous in the brand positioning process is the deep level problems existing in theaspects of brand positioning, when refer to our native brand. In the beginning of this text, the write give deeply analyze to some important conceptsconcerning brand such as brand core value, brand positioning, brand setting up and so on.Then put forward the brand positioning system model regarding the brand core value as itscenter. This model requests the enterprise taking more attention to the brand core value andregarding it as the center, to guarantee the continuous and systems in the process of brandpositioning determination, and to setting up excellent brands having outstanding characterand rich brand value.