基于品牌内涵的品牌定位策略研究

品牌定位是品牌成功的重要基础。品牌定位策略的制订必须依赖于一定的理论根据，主要包括心理依据和市场依据两个方面。品牌定位是一个关于品牌内涵诸多方面的定位，企业对品牌内涵的诸多方面应进行整体的定位设计。从整体定位传播的角度讲，需要遵循集中传播原则；从面向消费者的品牌定位讲，则体现为集中于品牌内涵某一部分的定位，即集中定位传播而非整体定位传播，不能简单地认为品牌定位就是产品属性、利益等某一点的定位。

Study on Brand Positioning Strategy Based on Brand Concept

Brand positioning is an important foundation of success. The stipulation of brand positioning strategy should depend on reliable theories,mainly including psychology and market. Brand positioning involves many aspects on brand concept,so the enterprise should orientate and design the brand concept from many aspects comprehensively. From the point of overall location communication,the enterprise should follow the principle of centralized communication. According to brand positioning for consumers,the enterpr...