They are: brand development positioning, brand core value, brand association, and brand portfolio structure. It is called the brand strategy quadratic model. These 4 elements executive list have a significant impact on brand development and are the key to building a brand's competitive advantage. The following explains one by one: The first element: brand development executive list positioning What is brand development positioning? The concept of positioning should be distinguished here. The earliest domestic positioning of positioning is from Reese and Trout (for details, please read this article - A Brief History of Positioning). The main point of view is mental positioning.
In the early years, this concept was mainly used for advertising communication. But now everyone has a different understanding of positioning, such as product executive list positioning, price positioning, crowd positioning and so on. It is observed that in the current business environment, people have more understanding of positioning: describe what a company executive list or brand does, and explain where they want to reach. For example, we say that Alibaba is positioned as a B2B platform, providing a full range of services for B-end enterprises. At present, many companies understand positioning so much, which will lead to confusion of concepts. Mental positioning and the latter positioning are not the same thing at all.
In the process of assisting the development of enterprises, what enterprises really need is development orientation. Development Orientation: Point out the direction for the development of the enterprise, and use the matrix or measurable analysis tools to executive list analyze market opportunities, so as to locate the development of the enterprise for a long period of time. This is the urgent need of enterprises in the current and future increasingly complex business environment. Therefore, naming this concept as brand development positioning, the core is to locate executive list the long-term development direction of the enterprise, including business choices, market segments, market opportunities, market share and growth, and enterprise resource cost matching. This element is the root of brand management. Only with a clear business and development direction can all the brand actions follow.