Research on the choosing model of brand positioning points

Abstract On the base of the existent marketing literatures and the new concepts we brought up, this study is to build the choosing model of brand positioning points. This model contains 3 phases and 18 steps. The first phase is finding the benefit-positioning points, including (1)finding the target customers, (2)listing the benefits which customers care about, (3)finding competitive benefits, (4)judging whether the competitivenesses are credible, and (5)choosing the benefit-positioning points after ascertaining the amount. The second phase is finding the value-positioning points, including (1)judging the necessity of value-positioning, (2)finding the target customers, (3)listing the values which the customers care about, (4)finding the competitive value points, (5)judging whether the competitivenesses are credible, and (6)choosing the value-positioning points after ascertaining the amount. The third phase is seeking for the character-position points, including (1)judging the necessity of character-position, (2)listing the character points matching the benefit and value positioning, (3)listing the characters which the customers care about, (4)finding the competitive characters, (5)judging whether the competitivenesses are credible, (6)choosing the character-positioning points after ascertaining the amount, and (7)designing the marketing mix, according to the positioning and non-positioning points. Finally we made the explanations on this model's practical application.
Keywords Positioning, Positioning points, The brand strategy

(Source: LI Fei, Business Economics and Administration, 2009, issue 11)

 

 



Source : CRRC
Visitors:
Time     : 2010-01-05

【 double click to roll 】 【 Print 】 【 Close 】 【 Font Size: Big Mid Small
bottom
All Rights Reserved: China Retail Research Center,SEM,Tsinghua University
TEl: 010-62794765 62795797 TEL: 62794582
Email:crrc@sem.tsinghua.edu.cn