我国企业品牌定位的五层次研究

近年来中国企业的品牌建设取得了可喜的成绩,出现了许多优秀品牌,这些品牌凭借独特、合适的定位取得了成功。但企业在品牌定位方面存在许多误区,如把品牌定位看作产品定位、品牌定位模糊,缺乏差异性和明确的核心价值、品牌盲目延伸导致定位混淆等问题。因此,产品品牌定位必须树立正确的定位理念,应用正确的品牌定位方法。正确的品牌定位方法可分为产品特征定位、物质利益定位、情感利益定位、个性定位以及价值观定位共五个层次。

On the Five Levels of Trademark Location of Enterprises

In recent years the trademark building has made gratifying achievements in China. A lot of excellent trademarks have come into being, the success of which mostly rely on unique but suitable location.Generally, however, many misconceptions exist in brand building, especially in trademark location, of the enterprises in China. For example, product location is mistaken for trademark location; trademark location fails in clarification; the difference between trademarks is far from obviousness; trademark location is short of clarified core values; and blind trademark extension causes location cofusion. Trademark building plays a vital role in Chinese economic development and is of much significance. Therefore, a scientific conception on trademark location should be developed; and correct methods of trademark location should be adopted. Correct trademark location can be devided into five levels： location by product＇s feature, location by material benefit, location by emotional benefit,location by character, and location by values.