The Study Of Brand Positioning Based On Consumer’s Cognition

In the era of information explosion and fierce competition, it is necessary for every enterprise to create the unique value positioning in order to obtain sustainable competitive advantage. Brand positioning is an important concept in the whole brand theory system, it occupies an important position. It is not only the foundation but also the key of brand assets. Because brand management theories put forward soon, relevant theoretical achievements cannot satisfy the needs of guidance enterprise brand management practice. Therefore, researching on brand management research, especially from the brand positioning Angle, is particularly timely and important. Brand positioning research just accord with the research trend.This paper analyzes the relationship between consumer cognition and brand positioning in order to seek how to promote the brand value from a new perspective. In this paper, at first the related theories and literature about consumer cognition, brand identity and brand positioning were reviewed; then, the paper analyses the mechanism between consumer cognition and brand positioning, build a research model and proposed hypotheses. The conceptual model regards brand identity as the mediator to discuss the relationship between consumer cognition and brand positioning.In addition, the paper has presented an empirical test the hypothesis. In the empirical analysis phase, the paper designs a questionnaire firstly, and then modifies the original questionnaire through small-scale testing. The paper test and verify scale hypothesis mainly through reliability analysis, validity analysis and structural equation modeling analysis.The assumptions made in the paper were empirical, and reached the following conclusions of several aspects in the last.The first is that consumer cognition is divided into two dimensions, namely, brand awareness and brand image; Secondly, the brand image has a significant positive effect on brand positioning; thirdly, brand identity plays a partial mediation role between brand image and brand positioning.Finally, based on the empirical results, this paper proposes some management suggestions which could enhance brand management from the perspective of the mechanism between consumer cognition and brand positioning.