溯洄工业设计

4 main associations

4 main association: Category Association,quality association, benefit association, value association

Brand positioning is the decision of marketers, tryingto create a positive brand memory for target consumers, which include sound,image and 4 main associations: (Category Association,quality association, benefit association, value association) each location corresponds to different research directions

Seek brand positioning-create position of 4 main associations,with the aim to make products at leading position in the categorycompetition, and find the reason why consumers like it to consolidatethe status. Therefore, brand positioning is the first idea in thecategory competition.

Product differentiation is the first essentialin positioning- that means how to build strong product force with 3 associations of differentiationin category, quality, and benefit through the innovation of industrial design. Nostrong Industrial design, no great value created.

Positioning must be in-depth study of seven consumers attitudeindex, find out the brand core force of quantitative management, which is thecore competitiveness to enterprises.

Value association is the root reason why consumers like yourproduct. Different classification lead to 4 areas- Emotional resonance,clear-cut attitude, and distinct personality and world we are longing for!

Examples.

Hermes

Category Association: Pure handmade leather

Quality association: perfect as Arts and crafts

Benefit association: Best of best, unique

Value association: ultimate pursuit of qualityof life

LV

Category Association: top leather originated from Europeanpalace

Quality association: Almost harsh technological requirements forNever deformation, never off-line quality

Benefit association: fashion icon

Value association: Aristocratic fashion honor

Gucci

Category Association: 100% leather ware made in Italy

Quality association: Italian style luxurious art

Value association: Luxury, glory

Benefit association: noble identity and status

Dunhill

Category Association: A unique style of England men leather

Quality association: perfect combination of practical andluxury

Benefit association: Practical design, more comfortable for use

Value association: Elegant and sturdy gentleman life attitude

Tod’s

Category Association: top slippers

Quality association: Perfect details

Benefit association: Top comfort, simple classic

Value association: man in pursuit of perfect

Coach

Category Association: American leisure leather

Quality association: simple and durable

Benefit association: Enduring new

Value association: American fashion- combination of traditionand innovation