THE CONCEPT OF POSITIONING: FORMATION, DEVELOPMENT AND STRATEGY
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Date
2014
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Suleyman Demirel University
Abstract
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.
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THE CONCEPT OF POSITIONING: FORMATION, DEVELOPMENT AND STRATEGY, Y.I. Gorelova, 2014