“定位”理论是美国营销学会评选出有史以来对营销界影响最大的观念。它的思想的确引领了品牌树立和广告方法的革命。但这绝不是说,它就是行动准则,相反它所反对的“品牌延伸”“搭便车”正是很多知名品牌根繁叶茂的原因,尤其是在中国。美国广告的首席设计师告诉世人,所谓的定位理论是创作的第一步,“它的道理非常浅白,就像上厕所前,一定要把拉链拉开一样。” “Positioning ” theory is the American Marketing Association selected the history of marketing has the greatest impact on the concept. Its thinking does lead the revolution in brand building and advertising methods. But this is by no means saying that it is the code of conduct, on the contrary it is opposed to “brand extension ” “free riding ” is the reason why many well-known brands flourish, especially in China. The chief designer of US advertising tells the world that the so-called positioning theory is the first step in creation, “” The reason is very plain, just as the zipper must be pulled away before going to the bathroom. “”