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1. Đánh giá cao những khái niệm và thực hành của vị thương hiệu. 2. Giải thích rằng vị trí liên quan đến việc tạo ra ý nghĩa và có nghĩa là là một quá trình xây dựng có sử dụng dấu hiệu và biểu tượng. | Positioning CHAPTER 5 Appreciate the concept and practice of brand positioning. Explain that positioning involves the creation of meaning and that meaning is a constructive process involving the use of signs and symbols. Give details about how brand marketers position their brands by drawing meaning from the culturally constituted world. Describe how brands are positioned in terms of various types of benefits and attributes. Explicate two perspectives that characterize how consumers process information and describe the relevance of each perspective for brand positioning. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5– 5– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction: Brand Positioning Positioning The key feature, benefit, or image that the brand stands for in the target audience’s collective mind Positioning Statement The central idea that . | Positioning CHAPTER 5 Appreciate the concept and practice of brand positioning. Explain that positioning involves the creation of meaning and that meaning is a constructive process involving the use of signs and symbols. Give details about how brand marketers position their brands by drawing meaning from the culturally constituted world. Describe how brands are positioned in terms of various types of benefits and attributes. Explicate two perspectives that characterize how consumers process information and describe the relevance of each perspective for brand positioning. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 5– 5– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction: Brand Positioning Positioning The key feature, benefit, or image that the brand stands for in the target audience’s collective mind Positioning Statement The central idea that encapsulates a brand’s meaning and distinctiveness vis-à-vis competitive brands 5– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Positioning in Theory: A Matter of Creating Meaning Semiotics The study of signs and the analysis of meaning-producing events Semiotics Perspective Meaning is a constructive process determined by: The message source’s choice of communication elements The receiver’s unique social-cultural background and mind-set at the time of exposure to a message 5– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Positioning in Theory: A Matter of Creating Meaning (cont’d) A Sign Is words, visualizations, tactile objects, and anything else perceivable by the senses Has a constructed meaning to the receiver (interpreter) that is both idiosyncratic and context dependent Marcom’s Positioning Goal To have consumers will interpret messages exactly as they are intended 5– © 2010 South-Western, a part of Cengage Learning. All
