成功定位4Ds I. Define: the new product brand as a member of some product category o 2. Differentiate: from other category members(in some way that is meaningful to target consumers o 3. Deepen: the consumer understanding of the brands benefit needs(explicitly relate it to consumers' goals) o 4. Defend: the positioning over time成功定位4Ds ⚫ 1.Define: the new product brand as a member of some product category ⚫ 2. Differentiate: from other category members (in some way that is meaningful to target consumers) ⚫ 3. Deepen: the consumer understanding of the brand's benefit needs (explicitly relate it to consumers' goals) ⚫ 4. Defend: the positioning over time