Article By: Madhuri Pahuja MEANING Kotler and Keller define brand positioning as an “act of designing the company's offering and image to occupy a distinct place in the mind of the target market.” Positioning is the process by which a company creates a distinct image and identity for its products, services or brands in the customers’ minds. In other words, it is the art of … [Read more...]
Role of Advertising in Brand Positioning
Article By: Madhuri Pahuja Advertising has a central role to play in developing a brand image. It informs consumers of the functional capabilities of the brand while simultaneously inspiring the brand with symbolic values and meanings relevant to the consumer. Advertising strategists, planners or the creative people in an advertising agency looking for unique emotional values … [Read more...]