Misconception 1: brand positioning is equivalent to product positioning and market positioning.

Brand positioning must find the core competitiveness of the brand as well as the brand has the characteristics of differentiation. When consumers think of a certain demand can immediately think of the brand.

Misconception 2: brand positioning is considered to be the "theory of everything".

Brand positioning "theory of everything" is that companies over-exaggerate the function and utility of brand positioning, that brand positioning can cure all the diseases of the enterprise, the only brand positioning above all, do not focus on the internal construction of the enterprise itself, and finally the enterprise dragged down by internal problems.

Misconception 3: brand positioning changeable, blind extension.

Many companies through the "brand positioning" after the success, but unfortunately did not adhere to the positioning, but blindly in accordance with the market, policy, consumer demand for brand repositioning, and ultimately let the consumer abandoned.

Therefore, before a brand design, the enterprise in the positioning should be systematically collect the enterprise situation, analysis and then carefully do a good job of brand positioning, to ensure that the positioning is accurate.