According to the brand management theory of modern marketing, the "strategic" step of brand building is brand positioning. Brand positioning refers to "designing products, services and product images of enterprises, so as to occupy a unique value position in the impression of target consumers", and it is to determine what kind of brand to build and what position to occupy in the minds of consumers. Therefore, it is necessary to put forward the unique value proposition of the brand, which is different from other brands. Positioning everything is established in advance, and it is useless not to predict. Brand positioning is the primary task of brand management, the foundation of brand construction and the premise of brand management success; Brand positioning plays an inestimable role in brand management and marketing. Brand positioning is an internal relationship between the brand and the target consumer groups corresponding to this brand, and brand positioning is the core and concentrated expression of market positioning.

2. Corporate brand training should have a good name.

Naming From the perspective of development, the most important thing for a brand is brand naming. Having said that, I can't help but think of Confucius' classic famous saying: "Irregular names are useless, and irregular names are dangerous", and an idiom derived from this classic: Justifiable names! A good brand name can win the attention, memory and recognition of the target consumers, and it is the most important intangible asset of an enterprise. When creating a brand, every enterprise will have a brand name or logo and its combination. Building a brand is to endow a brand name with connotation and mechanism, establish positive brand association, and thus influence consumers' purchase choices. The planning of brand positioning is to pursue the difference with other enterprises and create the unique value of this brand. This is the embodiment of the idea of differentiated competition in brand naming. The result of naming is to successfully create a consumer-based value proposition and give consumers a convincing reason to buy the brand products.

3. Enterprise brand cultivation should do a good job in product innovation.

Enterprises must pay attention to product development and innovation if they want to build brands, even if they are "famous" brands and strong brands (enterprises generally say to create famous brands and marketing jargon generally say to create strong brands). In order to study the market demand, competitors' products and the technological development trend of the industry, strengthen technological innovation and develop differentiated products with high added value that meet the market demand, we must do the following: First, increase R&D investment to ensure the funds needed for R&D; The second is to introduce scientific and technological innovation talents; The third is to establish a cross-functional R&D team; Fourth, strengthen the process management of product research and development to improve the success rate; Fifth, strengthen the alliance and cooperation with R&D; The sixth is to establish a culture and mechanism to encourage innovation. Only in this way can we enhance the ability of enterprises to develop new products, constantly introduce new products and create new value for consumers, and consumers will join hands with enterprises for common development. Product innovation is the foundation of brand building and must be solid.