Brand positioning statement approach

Brand positioning applies to its location relative to the competition, and how it is perceived in the mind of the consumer.

Brand positioning statement approach


Brand positioning is the location of a brand, relative to its competitors, in the mind of the consumer. Consumers classify a brand in a group or sub-group of other brands on the basis of the most salient (sub) category characteristics, and distinguish it from other brands within that (sub) category on the basis of its most differentiating attributes.

Positioning by which the marketer attempts to influence the perceived brand position by the consumers, involves the manager's definition of the 'ideal' positioning situation (as opposed to the real situation, which may sometimes need to be changed)....

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