Brand Positioning Methodology - Positioning Methodology for the Chinese Market

Author: Zhang Huixin
Publisher:
Publish Date: 2006-07-01
Features: Brand communication in China and even globally is facing a series of pressing challenges to solve. Businesses are overwhelmed by ever-increasing advertising costs, media are unsettled by a series of changes and "turning points," and advertising agencies are at a loss in the face of higher demands from clients. In short, an atmosphere of anxiety and anticipation permeates around us. This book is part of the "China Marketing Practical Series," concisely elaborating on the methodological significance of brand positioning, analyzing the mental characteristics of brand positioning and the product-market attributes, exploring the relationship between market cycles and positioning, and highlighting seven positioning methods—ladder positioning, diffusion positioning, segmentation positioning, proof positioning, strong positioning, follower positioning, and reverse positioning. The book is written in simple language with rich examples, closely linking theory with practice, and is highly practical and actionable, making it worth reading.
At the turn of the century, one of the most significant events in world history was the market-oriented process underway in China, a country home to one-fifth of the global population. In this unprecedented transformation, people need various useful theories, but any theory must also be tested and integrated into this process. Brand and marketing theories that avoid this process are hypocritical. Positioning theory must also be reinterpreted in this broader context. You will notice that the "lengthy discourse" of this theoretical work has been broken down into small, manageable sections. This is related to the author's understanding of marketing, advertising, and modernity. The author believes that theories in this field should not ascend vertically into an ivory tower but should be scattered like seeds into the soil of reality. Disperse, reorganize, and then integrate. You will also notice that this theoretical work is not difficult to read—you can even finish it in one go, because there is no empty talk here, but a direct confrontation with what is happening in reality.