brand positioning and market positioning is closely related, the brand positioning is the core of market positioning, is the extension of the expansion of market positioning, is to achieve market positioning means. Therefore, brand positioning is the market positioning of the process.

Now the product market is no longer the kind of big and full of the market, but subdivision of the market segments. You can not in a short time all of this category of the market all occupied, it is not possible to meet all the different needs of consumers on the product. Hardware companies market segmentation because under the condition of modern market, consumer demand is diverse, and a large number, widely distributed, any hardware enterprises could not to their own limited resources to meet the market all consumers of various requirements. Through market segmentation, it is the most basic premise of modern marketing to provide the products or services with their own advantages to the specific consumer groups in the market.

With the change of economic environment, consumer demand, and competition and market changes quickly, like late autumn in the north the weather, today is sunny, tomorrow is a sudden drop in temperature 10 degrees, frozen people shiver. In the shopping malls, hardware companies are often for the rapid changes in the market situation and sigh unceasingly, the original sell good products, sales are getting lower and lower. Because a product is good or bad is not the enterprise itself, but to the consumer recognition. Different stages, different markets, consumers have different evaluation criteria for the product. For example, in the planned economy period, when the consumer on the Shanghai watch is recognized, but in today's market, even if it is a good watch consumers in Shanghai may not be recognized. This is the case, because the consumer is in a different environment to distinguish the product. So now in the brand positioning to consider the market environment, especially brand competitors involved are what categories of products, is the choice of a product's functional benefits, or personalized or differences in the products. Enterprises should be aimed at the categories of these products, the market demand situation, to choose how to position their own product brands.

So, everything is changing, the brand positioning also want to change. When changes in the market and consumer demand, but also to re positioning the brand to respond to this change. At the same time to re positioning the brand to succeed, the core of the brand identity is best not to change, and strive to change the negative identity of consumers on the brand. And the new brand positioning, to carry out a full range of communication.