走出品牌定位误区的思考

按照品牌定位的一般原理,综合分析众多企业品牌定位的实践,概括我国品牌定位存在的误区有不充分定位、过分定位、品牌定位与营销组合不协调。充分认识现存误区并采取有效的对策冲出误区是企业的当务之急,而准确把握消费者个性消费变化趋势,遵循国际品牌发展的一般规律,使民族品牌不断国际化,有效传播品牌定位信息,及时进行品牌再定位是主要对策。

Thinking of Walking Out the Mistake Area of Brand Orientation

According to the general principle of brand orientation, the practice of multitudinous enterprise brand orientation of analysis concludes that the mistake area of brand orientation in our country exists insufficiency orientation , overextend orientation and brand orientation ingarmonious with the marketing. Fully knows extant the mistake area and to adopt the active countermeasure running-out mistake area is the most pressing matter of the moment of enterprise, and accurately grasp that consumer's individuality consumption changes trend; Following the general law of international brand, and makes the nation brand constantly internationalize; Effectively disseminating brand fixed position location information, carrying on the brand in time, to fix a position is the major countermeasure of brand reorientation.