2018-3-9 D个生在小三的10n Differentiation: Process of creating a perceived difference between a brand and its competition 差异化:在一个品牌和其竞争者之间创建一个可感知的差异性的过程 sumer perception Advertising helps 广告的角色 Emphasize performance features 强调品牌的特征 Create a distinctive image for the brand 创建一个不同的品牌形象 Develop a message that is different and unmistakably linked to a company's brand 创建不同的信息并且无误地和公司品牌进行连接 Advertising's Role in Positioning 告在市场定位中的角色 Positioning: Designing a brand to occupy a distinct and valued place in the target consumer's mind ·定位:创建一种品牌,使顾客明显感知到其差异性,从而在目标顾客心目中占有特殊的位置。 External position: Niche the brand will pursue relative to all the competitive brands 外部定位:相对于所有竞争品牌的品牌特质定位 Internal position: Position achieved with regard to the other, similar brands marketed by the firm ·内部定位:相对于公司内部的其他相似的品牌的定位 Repositioning: Firm believes that a brand needs to be updated to address changing market conditions 重新定位:公司认为一个品牌需要更新其形象以适应变化的市场2018-3-9 5 Advertising’s Role in Differentiation 广告在市场差异化中的角色 • Differentiation: Process of creating a perceived difference between a brand and its competition • 差异化：在一个品牌和其竞争者之间创建一个可感知的差异性的过程 • Based on consumer perception • 基于消费者感知 • Advertising helps: • 广告的角色： • Emphasize performance features • 强调品牌的特征 • Create a distinctive image for the brand • 创建一个不同的品牌形象 • Develop a message that is different and unmistakably linked to a company’s brand • 创建不同的信息并且无误地和公司品牌进行连接 9 Advertising’s Role in Positioning 广告在市场定位中的角色 • Positioning: Designing a brand to occupy a distinct and valued place in the target consumer’s mind • 定位：创建一种品牌，使顾客明显感知到其差异性，从而在目标顾客心目中占有特殊的位置。 • External position: Niche the brand will pursue relative to all the competitive brands • 外部定位：相对于所有竞争品牌的品牌特质定位 • Internal position: Position achieved with regard to the other, similar brands marketed by the firm • 内部定位：相对于公司内部的其他相似的品牌的定位 • Repositioning: Firm believes that a brand needs to be updated to address changing market conditions • 重新定位：公司认为一个品牌需要更新其形象以适应变化的市场 10