摘要
品牌定位战略是形成品牌资本的重要来源。企业的品牌定位战略的实现是一个长期的、动态的过程,受到了社会环境和企业自身多重因素的影响。它是品牌与消费者互动和沟通过程中不断调整及不断适应的结果。
Brand positioning is a key content in building brand-consumer relations. It also is the main way of brand equity building. It is favourable to recognize the law of brand-consumer relations building and lead to successful practice brand positioning. This paper exploried the brand positioning model using the positioning theory and modern brand theory. We discussed the conditions and way of brand positioning building. We also discussed the attributes of the brand positioning and the chance of repositioning of brand. These will give a theory mean to brand positioning decisions.
出处
《河北学刊》
CSSCI
2004年第3期202-204,共3页
Hebei Academic Journal
关键词
定位
品牌定位
形成机制
positioning
brand positioning
building model
