Research About Brand Positioning And Its Actualization

Brand positioning is the inevitable product when market competition developing into certain stage. It is also the hot problem to many enterprises nowadays. Accurate brand positioning is the precondition and guarantee of making brand strategy and actualizing it, which also is the first step of founding a brand with strong influence. The inbeing of brand positioning is obtaining competition advantages through individuation and difference of an enterprise. One thing we need pay attention to is that an available brand positioning is a bi-directional process. Positioning is to find a position in situation accurately and effectively through combining to situational resources and self resources. The paper analyzes relevant affected factor of brand positioning from the angle of brand and consumer interaction. It makes an attempt research on actualizing process of brand positioning. At the same time, the paper integrates enterprise practice to demonstrate the process. The paper's peculiarity is constructing actualizing process of brand positioning. The key point of brand positioning is to build conception of brand positioning through analyzing common values of destination consumers .then refining the core conception of brand, and transmitting it efficiently to destination consumers.The paper consisted of two parts, one is theory analysis, and other one is actualizing analysis. The whole paper comprises 6 chapters.The first part is theory analysis. It comprises first chapter including research background and meaning, objective, content, method and framework of paper.The second chapter introduces the concept of brand and meaning of brand.The third chapter analyses the basic of forming brand positioning and its status that indwells brand strategy.The forth chapter tells the prophase work of brand positioning through analyzing precondition, key cut-in point, and tactic choosing of brand positioning.