Value association is the root reason why consumers like your product. Different classification lead to 4 areas- Emotional resonance, clear-cut attitude, distinct personality and world we are looking for!
Product differentiation is the first essential in positioning- that means how to build strong product force with 3 associations of differentiation in category, quality, benefit through the innovation of industrial design . No strong Industrial design, no great value created.
Seek brand positioning-create position of 4 main association, with the aim to make products at leading postion in the category competition, and find the reason why consumers like it to consolidate the status. Therefore ,brand positioning is the first idea in the category competition
Brand positioning is the marketers trying to target consumers create a positive brand memory and decision-making, including voice, image and the four big Association (category Association, Lenovo, Lenovo and quality benefit value associations), each location corresponding to different research directions.