1.Positioning is establishing a strong and steadfast relationship between customers and companies. Nowadays,due to the fierce competition in various industries(particularly Retailing),many firms make every effort to produce different kinds of products within short period of time in order to gain their market share as well as sales,which is considered as ‘over-communication’.In other words,These companies cannot build a clear,strong and powerful connection with our customers.They purchase the products because of the low price,but not the brand.Thinking about how to infuse the brand and the company'name in customers' mind is much more beneficial to simply increasing their sales in terms of profit(just take a look at Apple and Samsung,you can understand thatπ)
2.A name can contribute a huge impact on whether a firm could succeed.There some examples of good names-'Head & Shoulders','Edge' and 'Diehard'，which can make people clear about they are and most importantly,sharpen their power of brand.Therefore,here are 4 principles of making a good brand name:Show the function, No any chemical word ,No'too innovative word. Easy to remember.
3.Don't blindly prolong 'product chain'.A lot of companies get big success in certain products but immediately immerse into a serious trap,thinking that they will succeed if they use the same name in another new product.Of course,NO happy Ending at all. Pantene 21 is a good example.after achieving a big success in shampoo market, Procter & Gamble produced different products with the same name like Pantene 21 hair gel,Pantene 21 treatment.At the end,big failure happened due to unclear position for customers.
I highly recommend this book for those who are interested in marketing and advertising but a total beginner of that area.π
images from Google
No comments:
Post a Comment