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- W2372096931 abstract "This paper focuses on service enterprises, explores the relationship between brand positioning and customers' minds in the conditions of information explosion, product homogeneity and increased competition, and puts forward the view that the successful creation of a new category and internal branding are the keys which help to implant brand service positioning in customers' mind. Based on service characteristics and consumers' minds, the research analyzes four strategies to strengthen service brand positioning: 1) Enterpris- es analyze internal and external environments in order to understand the competitors' customer mental re- sources; 2) Enterprises position the brand by avoiding the competitors' advantages, seek the customers' mind blank, create a new category and build brand motto; 3) Enterprises conduct hierarchical marketing, seek cre- dentials for positioning, and avoid customers' negative awareness; 4) Service enterprises should deliver the brand promise by brand internalization, thus the brand positioning will be implanted in the customers' minds." @default.
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- W2372096931 date "2014-01-01" @default.
- W2372096931 modified "2023-09-23" @default.
- W2372096931 title "Service Brand Positioning Research Based on Customer's Mind" @default.
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