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!
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
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
Category Association: 100% leather ware made in Italy
Quality association: Italian style luxurious art
Value association: Luxury, glory
Benefit association: noble identity and status
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
Category Association: top slippers
Quality association: Perfect details
Benefit association: Top comfort, simple classic
Value association: man in pursuit of perfect
Category Association: American leisure leather
Quality association: simple and durable
Benefit association: Enduring new
Value association: American fashion- combination of traditionand innovation