Upgraded Positioning
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Summary
Editor's review
The book's core value lies in the "Brand Clover" model (product, enterprise, customer) and the "Dual Principle" (operations and strategy), frameworks that integrate the somewhat scattered ideas of positioning into operable, diagnosable system tools. Feng particularly emphasizes "category" as the basic unit of branding and explores in depth how to capture business opportunities through category divergence and evolution—a perspective highly instructive for entrepreneurs and managers operating in fiercely competitive environments.
Unlike many marketing books on the market, Upgraded Positioning is infused with a strong capital and strategy orientation; its language is concise and its logic rigorous. It does not stop at telling readers "how to communicate" but delves into "how to build sustainable business moats." The book cites numerous real cases from Tiantu Capital's investments (such as Zhou Hei Ya, Pagoda, and Naixue's Tea), grounding the theory in reality and giving it strong practical reference value. For readers already familiar with the classic positioning theories of Trout and Ries, this book offers important complementary and iterative perspectives—especially in the new business environment where the internet and consumption upgrading intersect, its discussion of "category boundaries," "brand premium," and "strategic rhythm" is notably forward-looking.
Overall, this is a substantial, practice-oriented guide to business warfare. Its value lies not only in brand building itself but in elevating brand strategy to the level of top-level design for the entire enterprise.
Who it's for
A good fit for
- Entrepreneurs and senior and mid-level managers, especially decision-makers in consumer brands
- Practitioners interested in brand strategy and marketing who wish to go beyond surface techniques and understand the underlying logic
- Investors and consultants who need systematic brand analysis tools to assess business value
- Readers who have already read classic positioning theory and want an upgraded perspective more attuned to contemporary Chinese business practice
Not a good fit for
- Beginners seeking only quick-fix marketing tips or specific advertising copywriting methods
- Readers expecting a light read full of anecdotes or generic business inspiration
Reading tips
- Start by reading quickly through the whole book to grasp the core frameworks such as the "Brand Clover" and the "Dual Principle," then read closely and reflect in light of your own business.
- As you read, verify and reflect on the cases (such as Zhou Hei Ya and Naixue's Tea) against their actual development to deepen your understanding.
- Read this book alongside the classic positioning works of Trout and Ries to appreciate the inheritance, critique, and upgrading of the theory.
About the publisher
In addition to science and technology and professional publishing, the books in our catalog from China Machine Press also reflect a sustained focus on psychology, computing, management, finance and economics, and social sciences. In psychology, the catalog includes works by C. G. Jung and introductions to analytical psychology, as well as applied topics such as stress and health, and addiction and healing. In computing, it features Structure and Interpretation of Computer Programs (JavaScript Edition). Management and finance titles include Administrative Behavior (4th Edition), The Price of Inequality (Collector's Edition), and This Time Is Different: Eight Centuries of Financial Folly (Commemorative Edition). In the philosophy and history of science, there is The Worldview: The Third Edition. Relevant authors include C. G. Jung, William McGuire, Sonu Shamdasani, and Gabor Maté. Public information is limited; the above summarizes the publisher's profile based solely on the books in our catalog.
Contents
- 版权信息
- 科学创业系列丛书说明
- 赞誉
- 前言 少走弯路，不踩大坑
- 第一部分 品牌战略新视野
- 第1章 大火烧不掉的经营成果
- 你是否相信可口可乐神话
- 凉茶大战：王老吉为什么能赢
- 品牌：企业的核心经营成果
- 第2章 品牌怎样创造顾客
- 品牌与心智预售
- 周黑鸭投资案例
- 价值千万美元的教训
- 第3章 顾客价值配方
- 顾客价值配方的构成
- 顾客价值配方的运用
- 第4章 定位理论三大贡献之一：竞争的终极战场是顾客心智
- 心智战场与物理战场
- 产品战场
- 渠道战场
- 媒介战场
- 心智战场
- 第5章 定位理论三大贡献之二：竞争的基本单位是品牌
- 竞争的基本单位是品牌
- 战略二分法
- 正确区分企业战略与品牌战略
- 第6章 定位理论三大贡献之三：品牌是品类及其特性的代表
- 品牌是品类及其特性的代表
- 品牌延伸误区
- 品牌形象论误区
- 生活方式品牌误区
- 第二部分 定位的基本操作
- 第7章 品牌三问之一：你是什么
- 品牌三问概述
- 品类、抽象品类、伪品类
- 品类的进化、分化与衰亡
- 第8章 品牌三问之二：有何不同
- 特性的定义
- 顾客心智地图
- 物理特性
- 市场特性
- 第9章 品牌三问之三：何以见得
- 信任状的定义
- 第一类信任状：品牌可信承诺
- 第二类信任状：顾客自行验证
- 第三类信任状：可信第三方证明
- 打造立体信任状
- 市场特性与信任状的区别
- 第10章 配称的三种分类
- 界面级配称与非界面级配称
- 通用配称与专用配称
- 独立配称与共用配称
- 不同类型配称的操作要点
- 有效配称的注意事项
- 第11章 配称与商业模式
- 商业模式的定义
- 品牌商业模式
- 企业商业模式
- 第12章 品类命名八字诀
- 概述
- 有根
- 好感
- 直白
- 简短
- 第13章 品牌起名四要
- 品牌起名：生死攸关的决策
- 品牌反应
- 定位反应
- 易于传播
- 避免混淆
- 第14章 二语三性法则
- 概述
- 销售用语
- 顾客用语
- 可信性
- 竞争性
- 传染性
- 完整应用举例
- 第三部分 定位的进阶知识
- 第15章 品类三界之产品品类
- 品类三界概述
- 产品品类与渠道品类的辨析
- 服务型产品品类
- 强势品类与弱势品类
- 品类生命周期与市场效率
- 第16章 品类三界之渠道品类
- 渠道品类概述
- 一阶渠道与高阶渠道
- 渠道品类三大特性
- 弱势渠道品类
- 产品品牌与渠道品牌的博弈
- 第17章 品类三界之导购品类
- 导购品类概述
- 导购品类三大特性
- 导购品牌与渠道品牌的博弈
- 第18章 品牌战略五阶段（上）
- 品牌战略五阶段概述
- 品牌战略原点期的特征
- 品牌战略原点期与精益创业
- 两大关键假设的验证
- 品牌战略原点期与定位理论
- 第19章 品牌战略五阶段（中）
- 扩张期
- 进攻期
- 第20章 品牌战略五阶段（下）
- 防御期
- 撤退期
- 第21章 战略的聚焦法则
- 聚焦的含义
- 品牌战略的聚焦
- 企业战略的聚焦
- 第四部分 定位的底层逻辑
- 第22章 定位与外部思维
- 什么是外部思维
- 关联认知与场景
- 外部思维与品牌传播
- 外部思维的练习
- 第23章 六大心智规律
- 进化——理解人类心智的钥匙
- 六大心智规律
- 透析品牌延伸
- 人类为何没有进化出外部思维
- 文化因子的崛起
- 第24章 定位理论的边界
- 能力边界
- 正面清单
- 负面清单
- 对定位理论的误解
- 多元思维模型
- 后记 升级定位的经济解释
FAQ
What are the main differences between this book and the positioning theory of Trout and Ries?
Is this book suitable for readers with no marketing background at all?
Which industries is the methodology in this book mainly applicable to?
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About the author
Feng Weidong is a Chinese author of books, about whom limited public information is available. At present, only one work by this author is known, titled Upgrade Positioning (Shengji Dingwei), commonly classified under management. Judging from the title and category, the book likely addresses the updating and application of positioning theory in the contemporary business environment, and belongs to practical writing on management, marketing and brand building. The available records contain no reliable information about the author's life, professional background or academic experience, so no excessive inferences should be made about his identity. Based on the existing material, it can be confirmed that the author uses positioning theory as an entry point, addressing business managers and marketing practitioners and attempting to extend classic positioning concepts to new competitive situations. The writing style tends toward conceptual clarification and strategic exposition, with an emphasis on turning theory into actionable ideas. Owing to limited material, this introduction can only outline the subject matter and general direction of the work; readers seeking more information about the author may consult the book itself and its publishing notes.
