品牌定位在市场营销战略中的地位

Brand Positioning and Its Function in Marketing Strategy

本文认为,品牌是消费者关于该品牌的所有知识和联想,它存在于消费者的头脑中。品牌定位是在消费者心目中确定一个独特的位置,使本品牌和竞争品牌相区分,或使品牌与消费者的特定需求和目标相联系,它在企业营销战略中居于十分重要的地位。品牌定位有两种主要方式即竞争定位和目标定位,不论采用何种方式,企业都可以通过定位声明从战略高度对品牌面向谁和提供何种利益等问题作出回答,以协调企业内外的营销活动和保证定位的一致性。

In this paper,brand is defined as all knowledge and association consumers have about a brand,and it exists in consumers' minds.Brand positioning is to differentiate the brand from other alternatives or associate it with consumers' benefits, needs and goals, and it is an essential component of marketing strategy .There are two general methods of positioning: competition-based positioning and goal-based positioning.A firm can use a positioning statement to summarize its marketing strategy and coordinate all marketing activities,and thus make sure the consistency of brand meanings.