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 that need to be resolved. 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 us. At the turn of the century, one of the most significant events in world history was the marketization process underway in China, 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.