DETERMINING THE MOST RELEVANT CHARACTERISTICS OF A PRODUCT AS PART OF A BRAND POSITIONING ANALYZE

Rusu Sabina-Mihaela ()
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Rusu Sabina-Mihaela: “Apollonia” University of Iasi, Roamania

Management Strategies Journal, 2013, vol. 22, issue Special, 450-456

Abstract: Product characteristics or attributes along with brand meanings are a mix of features ascribed to a brand that are meant to create brand associations and a resulting brand image in the mind of the consumer determining in this way the brand position on the market. This paper is based on a qualitative study (observation fallowed by questionnaires applied on a restrain group of students) and its aim is to identify which are the most relevant attributes for a book designed for learning a foreigner language. The results of this analyze can be utilized in further studies regarding how to establish the position of this product on the market.

Keywords: brand attributes; brand positioning; observation; qualitative analyze (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:23:y:2013:i:s:p:450-456

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