An authoritative advertising magazine in the USA, Advertising Age, printed Positioning Era in 1972 composed by Al Ries and Jack Trout, which declared the birth of positioning”. Lots of people are confused about the relationship between branding ” and placing well, it's because they confuse branding” itself with control measures and brand development. When this really is finished, in the minds of consumers, a brand will be created or the comprehension about a particular symbol has basically changed brand positioning. Brand positioning, nevertheless, would be to let others remember your approaches in this complex and drenched competitive environment (Graphic IV reveals the relationship among brand recognition, positioning and comprehension). It's quite straightforward; the essence of brand management will be to join other people's opinions about you and your own view about yourself through various means. A company builds its brand image through trade communicating with its consumers.


The picture basically expresses a means a consumer thinks the brand arouses when the consumer thinks about it. On the basis of these features, which the consumer associates with the brand, the company can assemble a competitive advantage for its brand.


The picture basically expresses a way a consumer thinks about the feelings and the brand when the consumer thinks about it the brand arouses. On the basis of these characteristics, which the consumer associates with the brand, the firm can build a competitive advantage for the brand.

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