Browsing by Author "Y.I. Gorelova"

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    THE CONCEPT OF POSITIONING: FORMATION, DEVELOPMENT AND STRATEGY
    (Suleyman Demirel University, 2014) Y.I. Gorelova
    Every successful brand stands for afundamental“platform” called positioning without which it cannot have any chance to reach customers’ minds. Positioning concept has its logic and structure; it is not only a definition or a statement.There is a limited number of studies revealing the concept of positioning; and the concept itself is not yet clearly defined. There is some gap between a theoretical understanding of positioning and a brand which companies present to customers. The human brain instinctively looks for things that are different and unexpected. So, companies should thinkof what they have to use to attract, reach and stay in the mind of customers. The new approaches to positioning considered in this study may help firms to achieve success with their brands.