基于产品认知的品牌定位点分析

Brand Positioning Points Analysis Based on Product Cognition

品牌定位点的开发对于品牌定位而言至关重要。品牌定位点是品牌与竞争者形成差异化,并据此向消费者传播并留下深刻印象的品牌信息要点,也就是吸引消费者的买点。品牌定位点来源于消费者对产品的认知,有三个层次:产品属性层、产品利益层和产品价值层,相应地可以将品牌定位点分为属性定位、利益定位和价值定位,企业可以从这三个定位层次来挖掘品牌定位点。

The development of brand positioning point is crucial for brand positioning.Brand positioning point is the key point of brand information,which is formed by brand differentiation with competitors,and taking the difference as the base,the brand spreads to consumers and leaves a deep impression on them;it is the purchasing point that attracts consumers.Brand positioning points come from consumers’cognition of products,which have three levels:product attribute level,product benefit level and product value level.Correspondingly,brand positioning points can be divided into attribute positioning,benefit positioning and value positioning.Enterprises can excavate brand positioning points from these three positioning levels.