消费者用品牌来表述品类。但是顾客的第一决定是对品类的选择,品牌则是其后的选项。实际上消费者用品类来思考,再用品牌来表达品类的选择。对企业而言,进行品类占位应当是企业战略最重要的环节之一。成功的产品往往代表一个品类,而品类是占领消费者心智的利器。比如,在饮料行业,营养快线是“纯牛奶+纯果汁复合饮料”的代表,银鹭是“牛奶花生”的代表, Consumers use brands to express categories. But the customer’s first decision is the choice of category, the brand is the next option. In fact, consumer products category to think, then the brand to express the choice of category. For businesses, the category of placeholders should be one of the most important aspects of a business strategy. Successful products often represent a category, while category is a weapon to capture the minds of consumers. For example, in the beverage industry, the nutrition quick line is the representative of “pure milk + pure fruit juice compound beverage”, Yinlu is the representative of “milk peanut”