Theory And Application Procedure About Brand Positioning

Brand positioning is one of the most important in the strategy brand management. Effective positioning is the basis of building strong brand. The object of brand positioning is to cause customers to feel that there is no completely satisfactory substitute for the brand. This thesis firstly summarizes the relative theories and concepts of brand positioning, and then emphasizes that brand positioning is the process that customers and marketers influence mutually, thirdly designs the brand positioning procedure which intends to guide enterprises to make the right brand positioning decision. The last part of the thesis provides suggestions aiming at appreciating the effectiveness of brand positioning in the practices.