王老吉的品牌定位

品牌定位是品牌战略的基础和核心内容,也是创建品牌的基础和保障;准确的品牌定位是建立强势品牌的必要前提。本文在广泛收集有关品牌定位文献资料的情况下,主要从企业角度详细分析了品牌定位的策略和过程。同时本文认为只有一种成功的定位,即顾客定位,只有让顾客接受和感到满意的定位才是唯一成功的定位,所以本文尝试使用顾客满意度来对品牌定位进行测评。

Brand positioning is the basic and core contents of brand strategy and also the root and guarantees to create brand, the exact brand positioning is necessary to create a powerful brand. This thesis gathers the brand positioning document and material widely, analyzes the strategy and process of brand positioning through enterprise's point of view. Meanwhile, thesis considers there's only one successful positioning that is customer positioning, only be accepted by customers and be satisfied by customers, the positioning can be considered as successful. So we can attempt to estimate brand positioning by customer satisfaction.