Building a Frame of Reference Between Advantages and Parity

Michele Fioroni and Garry Titterton

Chapter Chapter 11 in Brand Storming, 2009, pp 99-114 from Palgrave Macmillan

Abstract: Abstract A brand’s positioning is related strictly to the specific meaning it assumes in the mind of the consumer. It represents the answer to the goals which motivate purchase and consumption, a response enriched by the multiple meanings attributed to those goals. An effective positioning of a brand requires the systematic evaluation of some crucial elements, and is the routine followed by companies when generating and consolidating a brand. To this end, four consequential steps can be identified: identification of the brand’s target, identification of the principal competitors who can allow the consumer to achieve the same goals, identifying the brand’s differentiation elements, and providing motivation.

Keywords: Food Processor; Brand Extension; Brand Choice; American Express; Recipe Book (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_11

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DOI: 10.1007/978-0-230-23351-5_11

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