Research On S Company Brand Positioning

The brand is the embodiment of the product in the consumer’s mental space.It is the reason for the purchase of the consumer when the product is purchased.It is also the epitome of a good image of the company.As the concept of health for Chinese people is getting stronger and stronger,more and more people are starting to drink tea.In 2015,the rise of the tea industry began as a subversion of traditional teahouses represented by the sale of traditional gift tea boxes and the upgrading of traditional milk tea.New brands are emerging one after another.The research object of this paper selects the “Teabeauty” brand of S Company,and makes a re-competition of its daily brand management actions and business effects.It analyzes the internal and external competition environment of S Company.In theory,it mainly follows “positioning”."Diamond Map",the "Teabeauty" brand positioning is researched and designed according to the steps of finding,selecting and putting in place.The first step is to clarify the target group of young people who are younger and middle-aged in the field based on the selection and description of the segmented population.The second step is to target the characteristics of the target group,from three aspects: value,interest and attribute.Determine the brand positioning point separately;the third step,according to the selected target consumer group and brand positioning point,through the product,price,channel,communication four aspects to give the brand positioning point in place solution,and finally through the establishment of brand traffic pool,Establish brand awareness and brand culture,cultivate brand culture,strengthen brand awareness,etc.,and propose implementation measures for brand positioning.Through this research,I hope to help the bottlenecks and dilemmas of the current development of S company brand,and let S company occupy a favorable position in the subsequent enterprise competition.