The Study Of The Enterprise Brand Positioning

Along with the global integrative development, the global markets became a piece. The global business community has developed from the product sale to the brand marketing which is the advanced stage. The initial task of the brand management is the brand positioning because the brand positioning is the foundation of the brand construction and the precondition of the successful brand management.There's a big disparity between the Chinese brand and the world brand in the aspect of the brand positioning. We have to do the accurate brand positioning before we push a brand toward market. Say in brief, the enterprises should stabilize the brand position in some target consumers of the market.Firstly, the paper introduces the concept of brand and brand positioning. Then it proposes the brand positioning flow. The steps are market investigation, carrying on the market subdivision, setting target market, choosing competitive advantages, describing the characters of the target market, doing the definition of the core idea of the brand positioning and transmitting the brand positioning information through brand position dissemination. It gives the clear explanation with chart of the brand positioning.This paper takes the D cosmetics company as an example. Firstly, it analyzes the present condition and the foreground of the Chinese cosmetic market. This has a direction of the development of the cosmetics. Secondly, it analyzes the enterprises resources and the ability of the D cosmetics company. And it decides whether to enter a new subdivide market or not. Then it does further market subdivision to men's cosmetics on the basis of existing market competition pattern. Then it does setting target market, choosing competitive advantages, describing the characters of the target market and doing the definition of the core idea of the brand positioning and practices multi-brand strategy. Finally, it makes own views of how to popularize the men's cosmetics. During the analysis process, it uses certain analytical tools, such as positioning diagram, in order to have breakthrough in the aspect of brand positioning and provide references for the cosmetics.