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Marketing Communication (Brand positioning).
Date Submitted: 09/10/2006 01:57:49
Length: 7 pages (1860 words)
Views: 41636
"Brand positioning is an attempt to create and maintain a unique representation of the brand in customer's mind, a representation that is expected to stimulate choice of that brand" (Rossiter, 2005, p.42). Positioning, in fact, refers to how customers think about different brands in a market. Through brand positioning a company attempts to build a sustainable competitive advantage on product attributes in the consumer's mind. Nevertheless, developing a successful positioning strategy is not easy. Positioning products …
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…Kohli, C. and Leuthesser, L., (1993), 'Product positioning: A comparison of perceptual mapping techniques', The Journal of Product and Brand Management, Vol. 2, Iss. 4, pp. 10-20 Kotler, P. et al., (2004), Marketing, 6th edition, Pearson Education Australia Rossiter, J. R. and Bellman, S., (2005), Marketing communications; theory and applications, Pearson Education Australia Wedel, M. and Steenkamp, J. E. M., (1991), 'A Clusterwise Regression Method for Simultaneous Fuzzy Market Structuring and Benefit Segmentation', Journal of Marketing Research, Vol. 28, Iss. 4, pp. 385-392
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