关于王老吉品牌定位的几点思考

Considerations on Location of Wang-Lao-Ji Brand

品牌定位是品牌战略的一个核心内容,是创建品牌的基础与保证,而准确的品牌定位是建立强势品牌的必要前提。目前,现代企业之间的竞争已由产品竞争、质量竞争逐步演变为品牌的竞争。文章以王老吉为典型案例对品牌定位问题进行探究,以期对我国中小饮料企业的品牌定位提供一些实践基础。

Brand location is the core of brand strategy and the basis for brand construction. Exact brand location is the premises for brand advantage. At present, the competition of modern enterprises has changed from the competition of products and quality, to the competition of brands. The Wang-Lao-Ji brand is discussed in the paper, with the hope of providing some opinions for China＇s medium and small-sized beverage enterprises.