品牌战略培训奇正版.ppt

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1、品牌战略培训TrainingCourseofTroutBrandStrategy特劳特品牌战略教程ToSucceedWithPositioning定位致胜PositioningEra定位时代ThetideofBibringssimilaritiesandinterferencebetweenandamongbrandimages.Atthesametime,products,mediaandinformationincreasetremendously.Allthesemakeitmoreandmoredifficultf

2、orcustomerstoreceiveallbrandinformationandformaclearbrandimage.品牌形象大行其道，带来形象近似与相互干扰，同时社会产品、媒介与信息爆增，消费者全方位接收品牌信息形成清晰形象，显得日益困难。Positioningmakesabrandconcentrateandfindaneasywaytoenterthemindsofcustomersandinfluencetheirbuyingdecision品牌定位（Positioning)能够集中力量，使品牌易于进入消费

3、者心智，影响其购买决策。Newmodeofcustomer’smind全新的消费者心智模式Withsocialprogressandever-increasinghumanactivities,customersareintyrannyofinformationandtheyareoverwhelmed.随着社会的发展，人类活动日益丰富，消费者处于信息拥挤之中，人心疲于应付。Facingsomuchinformation,ontheonehand,peopletendtoexcludeit,ontheotherhand,t

4、heyhavelearnedtosimplifyandclassifyinformation.面临太多资讯，人们一方面倾向于排斥，一方面学会简化处理，将信息分类记忆。Newmodeofcustomer’smind（Continued)全新的消费者心智模式(续）Customerwillformproductladdersintheirmindstofacilitatepurchase.Thus,theycanbuyinthisorderwhentheyneedsomething.为方便购买，消费者会在心智中形成产品阶梯，当产

5、生相关需求时，依序优先选购。Occupyingthefirstrungoftheladderandbeingthegenericforacategoryoruniqueproductsareconsideredasapositiontooccupythatcategoryorattribute.占据阶梯首层的品牌，成为某品类或某特性产品的代表，被认为占有该品类或特性的定位。Wahaha娃哈哈Robust娃哈哈XXX……Colgate高露洁Crest佳洁士XXX……Changhong长虹Konka康佳Skyworth创维Hi

6、sense海信Xoceco厦华TCL王牌……“Purewater’ladder“纯净水”品类阶梯TVsetladder“彩电”品类阶梯“cavityprevention’ladder“防蛀”特性阶梯Innovationinmarketingconcept营销观念的革新TheessenceofmarketinginPositioningEraistoenterthemindsofCustomerstosetpositionandmakeitasdirectionincompetition.步入定位时代，营销的精髓在于进入消费

7、者心智，建立定位，主导竞争。1.Themainbattlefieldofmarketingshiftedfrommarketplacetomindsofcustomers.营销的主战场，从市场转为在消费者心智展开。2.Theoperationofmarketingshiftedfromdemand-orientedtocompetition-oriented.营销运作，由需求导向转为竞争导向。Correctways正确的方法：Gettherefirst抢先占位Positioningwithconnection关联定位Rep

8、laceleader取代领导者NewmarketingprincipleNo.1营销新法则（一）Inthenewera,thesuccessofmarketingisdecidedbyabrand’sdifferentiationwithapositioninthemindsofcustomerstog