Group's Brand Positioning Strategy Study

As the competition among enterprises becomes more and more extensive, the homogeneity period of goods has arrived, and brand has become a kind of intangible assets and source of competition strength of an enterprise, even being more important and lasting than the goods themselves. Strong grand has become new strategic high point of competition that an enterprise must take. How to organize grand positioning strategy is the key point of an enterprise's brand construction. Exploring research about brand positioning strategy was made theoretically and practically in this paper. The author hope his work would do some help to the grand construction of the country's enterprises.At the first the theory about brands is studied based discussion on the trendy of brand management and brand positioning, especially brand imagery and brand positioning is researched. On this base, an exploring research to the Wujin group's existing brand is carried out and the situation of the trade, competitive brands, character of consumers and the existing brand imagery is studied qualitatively and quantitatively. The brand individuality and brand affinity factors, which the engineering mechanical industrial consumers care mostly, are deprived from the research work. Then the diagnosis on the Wujin group's brand is made and the necessity of brand positioning is expatiated. According to the investigation results and the requirements of brand positioning system, positioning of Wujin group's brand is made in five aspects, brand operation strategy and management system are also established. At last the brand positioning presented in this paper is validated and the affection of brand positioning strategy to Wujin group are also elaborated.