围绕品牌定位点实施品牌整合营销传播——以农夫山泉为例

Implementing brand integrated marketing communication around brand positioning points——Taking Nongfu Mountain Spring as an Example

我国很多企业的品牌营销传播缺乏个性特色,究其原因在于缺乏鲜明的品牌定位点,不能有效地以品牌定位为导向实施整合营销传播,受众对品牌的识别、感知和体验不深,品牌价值无法根植于顾客内心。文章选取农夫山泉这一知名的瓶装饮用水品牌,探讨其品牌定位点的开发,以及如何围绕品牌定位点实施品牌整合营销传播,从而获得品牌营销的成功。文章指出,品牌定位点是品牌传播的“魂”,应围绕这个“魂”来进行品牌传播,不论是传播内容的选取还是传播手段的运用,都要以品牌定位点为中心来进行。

The brand marketing communication of many enterprises in China lacks individual characteristics.The reason lies in the lack of distinct brand positioning points,the inability to effectively implement Integrated marketing communications communication guided by brand positioning,the lack of deep recognition,perception and experience of the audience on the brand,and the inability of brand value to be rooted in the hearts of customers.This paper selects Nongfu Spring,a famous bottled drinking water brand,to explore the development of its brand positioning point,and how to implement brand Integrated marketing communications communication around the brand positioning point,so as to achieve the success of brand marketing.Point out that the brand positioning point is the“soul”of brand communication,and brand communication should revolve around this“soul”.Both the selection of communication content and the use of communication methods should be centered around the brand positioning point.