品牌定位是指企业在市场定位和产品定位的基础上,对特定的品牌在文化取向及个性差异上的商业性决策。自全球顶级营销大师杰克?特劳特提出该理论以来,品牌定位在品牌经营和市场营销中的地位与作用越来越凸显,并成为当前的热门话题。本文试图以身边常见的事物与场景去诠释品牌定位的基础理论,用轻松的方式去广泛传播此严谨与专业的理论。 Brand positioning refers to the business positioning in the market and product positioning, based on the specific brand in the cultural orientation and personality differences on the commercial decision-making. Since the world’s top marketing guru Jack Trout put forward this theory, brand positioning has become more and more prominent in brand management and marketing, and has become a hot topic at present. This article tries to interpret the basic theories of brand positioning with common things and scenes around, and disseminate this rigorous and professional theory in an easy way.