品牌定位：品牌定位维度：市场定位、价格定位、形象定位、地理定位、人群定位、渠道定位等。按品牌定位方法：“河洛品牌烙印法”品牌一词源于古挪威文，意为烙印。品牌定位最深层面是能在消费者心智中代表什么，即强势品牌烙印。

Brand positioning: Brand positioning dimension: market positioning, price positioning, image positioning, geographical positioning, crowd positioning, channel positioning, etc. According to the brand positioning method, the term "Heluo brand imprinting method" originates from the ancient Norwegian language and means brand imprinting. The deepest level of brand positioning is what can be represented in the minds of consumers, that is, strong brand branding.

品牌定位是企业在市场定位和产品定位的基础上，对特定的品牌在文化取向及个性差异上的商业性决策，它是建立一个与目标市场有关的品牌形象的过程和结果。换言之，即指为某个特定品牌确定一个适当的市场位置，使商品在消费者的心中占领一个特殊的位置，当某种需要突然产生时，比如在炎热的夏天突然口渴时，人们会立刻想到“可口可乐”红白相间的清凉爽口。品牌定位的理论来源于“定位之父”、全球顶级营销大师杰克·特劳特首创的战略定位。

品牌定位是市场定位的核心和集中表现。企业一旦选定了目标市场，就要设计并塑造自己相应的产品，品牌及企业形象，以争取目标消费者的认同。由于市场定位的最终目标是为了实现产品销售，而品牌是企业传播产品相关信息的基础，品牌还是消费者选购产品的主要依据，因而品牌成为产品与消费者连接的桥梁，品牌定位也就成为市场定位的核心和集中表现。定位目的

Brand positioning is the commercial decision-making of a specific brand on the basis of market positioning and product positioning. It is the process and result of establishing a brand image related to the target market. In other words, it means to determine a proper market position for a particular brand, so that goods occupy a special place in the hearts of consumers. When a need arises suddenly, such as thirst in hot summer, people will immediately think of the refreshing red-and-white taste of Coca-Cola. The theory of brand positioning originates from the strategic positioning initiated by Jack Traut, the "father of positioning" and the world's top marketing master.

Brand positioning is the core and concentrated expression of market positioning. Once an enterprise has chosen its target market, it is necessary to design and shape its own products, brand and corporate image in order to win the recognition of target consumers. Since the ultimate goal of market positioning is to achieve product sales, and brand is the basis for enterprises to disseminate product-related information, and brand is also the main basis for consumers to choose and purchase products, so brand becomes the bridge between products and consumers, and brand positioning becomes the core and concentrated expression of market positioning. Location Purpose

品牌定位的目的就是将产品转化为品牌，以利于潜在顾客的正确认识。

做品牌必须挖掘消费者感兴趣的某一点，当消费者产生这一方面的需求时，首先就会想到它的品牌的定位，就是为自己的品牌在市场上树立一个明确的，有别于竞争对手的，符合消费者需要的形象，其目的是在潜在消费者心中占领一个有利的位置。

良好的品牌定位是品牌经营成功的前提，企业进占市场，拓展市场起到导航作用。如若不能有效地对品牌进行定位，以树立独特的消费者可认同的品牌个性与形象，必然会使产品淹没在众多产品质量，性能及服务雷同的商品中。品牌定位是品牌传播的客观基础，品牌传播依赖于品牌定位，没有品牌整体形象的预先设计（即品牌定位），那么，品牌传播就难免盲从而缺乏一致性。总之，经过多种品牌运营手段的整合运用，品牌定位所确定的品牌整体形象即会驻留在消费者心中，这是品牌经营的直接结果，也是品牌经营的直接目的。如果没有正确的品牌定位，无论其产品质量再高，性能再好，无论怎样使尽促销手段，也不能成功。可以说，今后的商战将是定位战，品牌致胜将是定位的胜利。

The purpose of brand positioning is to transform products into brands, so as to facilitate the correct understanding of potential customers.

To be a brand, we must tap a point of interest of consumers. When consumers have this demand, they will first think of its brand positioning, which is to establish a clear image of their own brand in the market, which is different from competitors and meets the needs of consumers. Its purpose is to occupy a favorable position in the hearts of potential consumers.

Good brand positioning is the premise of successful brand management. Enterprises play a guiding role in entering and expanding the market. If the brand can not be effectively positioned to establish a unique brand personality and image that consumers can identify with, the product will inevitably be submerged in many products with the same quality, performance and service. Brand positioning is the objective basis of brand communication. Brand communication depends on brand positioning. Without the pre-design of the overall brand image (that is, brand positioning), brand communication will inevitably be blind and lack of consistency. In short, through the integrated use of a variety of brand operation means, the overall brand image determined by brand positioning will stay in the hearts of consumers, which is the direct result of brand operation, but also the direct purpose of brand operation. If there is no correct brand positioning, no matter how high the product quality, no matter how good the performance, no matter how to make the best means of promotion, can not succeed. It can be said that the future business war will be positioning war, brand victory will be positioning victory.

品牌定位定位意义

1、创造品牌核心价值。成功的品牌定位可以充分体现品牌的独特个性、差异化优势，这正是品牌的核心价值所在。品牌核心价值是一个品牌的灵魂所在，是消费者喜欢乃至爱上一个品牌的主要力量。品牌核心价值是品牌定位中最重要的部分，它与品牌识别体系共同构成了一个品牌的独特定位。

2、与消费者建立长期的、稳固的关系。当消费者可以真正感受到品牌优势和特征，并且被品牌的独特个性所吸引时，品牌与消费者之间建立长期、稳固的关系就成为可能。

3、为企业的产品开发和营销计划指引方向。品牌定位的确定可以使企业实现其资源的聚合，产品开发从此必须实践该品牌向消费者所做出的承诺，各种短期营销计划不能够偏离品牌定位的指向，企业要根据品牌定位来塑造自身。

品牌定位信息推送

现代社会是信息社会，人们从睁开眼睛就开始面临信息的轰炸，消费者被信息围困，应接不暇。各种消息、资料、新闻、广告铺天盖地。

以报纸为例，美国报纸每年用纸过千万吨，这意味着每人每天每年消费94磅报纸。一般而言，一份大都市的报纸，像《21世纪经济报道》，可能包含有50万字以上，以平均每分钟读300字的速度计算，全部看完几乎需在30小时。如果仔细阅读的话，一个人一天即使不做其他任何事情，不吃不睡，也读不完一份报纸。便何况现代社会的媒体工具种类繁多，电视、杂志、网络上的信息也铺天盖地，更新快速。

如此多的媒体，如此多的产品，如此多的信息，消费者无所适从是必然的，这也使得企业的许多促销努力付诸流水，得不到理想的效果。

科学家发现，人只能接受有限度量的感觉。超过某一点，脑子就会一片空白，拒绝从事正常的功能。在这个“感觉过量的时候，企业只有压缩信息，实施定位，为自己的产品塑造一个最能打动潜在顾客心理的形象，才是其惟一明智的选择。品牌定位使潜在顾客能够对该品牌产生正确的认识，进而产生品牌偏好和购买行动，它是企业信息成功通向潜在顾客心智的一条捷径。

品牌定位理论基础

品牌定位，是建立品牌形象的提供价值的行为，是要建立一个与目标市场相关的品牌形象的过程和结果。品牌定位的提出和应用是有其理论基础的。

（1）人们只看他们愿意看的事物

人们只看接受他们喜欢的事物，对于不喜欢的东西看得越多反而越感厌恶，不但没有美感，反而更觉得丑陋。一个定位准确的品牌引导人们往好的、美的方面体会，反之，一个无名品牌，人们往往觉得它有很多不如其他商品的特点。广告之所以是促销的有力武器，就在于他不断向潜在顾客传达其所期望的奇迹和感觉。

（2）人们排斥与其消费习惯不相等的事物

消费者在长期的购买、消费行为中往往形成了特定的好习惯。如有的人喜欢去大商场买服装、家电，去超级市场购买日常用品、食品；而有人喜欢通过网络的渠道进行购买。

The Significance of Brand Positioning

1. Create brand core value. Successful brand positioning can fully reflect the unique personality and differentiation advantages of the brand, which is the core value of the brand. The core value of a brand is the soul of a brand. It is the main force that consumers like and even love a brand. Brand core value is the most important part of brand positioning, which together with brand identification system constitutes a unique position of a brand.

2. Establish a long-term and stable relationship with consumers. When consumers can truly feel the brand advantages and characteristics, and are attracted by the unique personality of the brand, it is possible to establish a long-term and stable relationship between the brand and consumers.

3. Guiding the direction of enterprise's product development and marketing plan. The confirmation of brand positioning can enable enterprises to realize the aggregation of their resources. From then on, product development must fulfill the commitment made by the brand to consumers. Various short-term marketing plans can not deviate from the direction of brand positioning. Enterprises should shape themselves according to brand positioning.

Brand positioning information push

Modern society is an information society. People begin to face the bombardment of information when they open their eyes. Consumers are besieged by information and can not cope with it. All kinds of news, materials, news and advertisements are overwhelming.

Take newspapers as an example. American newspapers use tens of millions of tons of paper every year, which means that each person consumes 94 pounds of newspapers every day. Generally speaking, a metropolitan newspaper, such as the 21st Century Economic Report, may contain more than 500,000 words. It takes almost 30 hours to read all of them at an average speed of 300 words per minute. If you read it carefully, you can't finish reading a newspaper even if you don't do anything else, eat or sleep. Besides, there are many kinds of media tools in modern society, and information on TV, magazines and the Internet is also overwhelming and updated rapidly.

So many media, so many products, so much information, it is inevitable that consumers are at a loss, which also makes many of the enterprise's promotion efforts into the running water, can not get the desired results.

Scientists have found that people can only accept a sense of limited measure. More than a certain point, the brain will be blank, refuse to engage in normal functions. In this "feeling too much, the only wise choice for an enterprise is to compress information, implement positioning, and create an image for its products that most touches the psychology of potential customers. Brand positioning enables potential customers to have a correct understanding of the brand, and then generate brand preferences and purchasing actions. It is a shortcut for successful enterprise information to lead to the mind of potential customers.

The Theoretical Basis of Brand Positioning

Brand positioning is the act of establishing brand image to provide value, and is the process and result of establishing a brand image related to the target market. The proposition and application of brand positioning has its theoretical basis.

(1) People only look at what they want to see.

People only see and accept what they like. The more they look at what they don't like, the more they hate it. They feel ugly instead of aesthetic. A well-positioned brand guides people to experience good and beautiful aspects. On the contrary, an unknown brand often feels that it has many characteristics inferior to other commodities. Advertising is a powerful weapon of promotion because it constantly conveys to potential customers the miracles and feelings they expect.

(2) People exclude things that are different from their consumption habits

Consumers often form specific good habits in their long-term purchasing and consuming behavior. For example, some people like to go to shopping malls to buy clothes, household appliances, supermarkets to buy daily necessities, food; while others like to buy through the network channels.