TITLE

Don't Assume the Position

AUTHOR(S)
Chevron, Jacques
PUB. DATE
November 2007
SOURCE
Brandweek;11/19/2007, Vol. 48 Issue 42, p41
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The author discusses brand positioning. It is suggested by the author that a majority of people in the advertising and marketing industry do not have a clear understanding of what brand positioning means, and that they often times confuse it with product positioning. The author explains that brand positioning seeks to create the perception of a difference between a product and those it competes with, and that difference should be relevant enough to give the consumer a reason for using it.
ACCESSION #
27609694

 

Related Articles

  • Where does branding begin? Garcia, Linda // Design Week;2/8/2007, Vol. 22 Issue 6, p20 

    The article discusses the key elements of a successful branding project. According to the author, both the brand consultancy and the advertising agency are essential players in the branding process. The author states that ad agency-branding firm collaboration can lead to a successful branding...

  • 4 Brand Myths.  // NZ Marketing Magazine;Jun2004, Vol. 23 Issue 5, p40 

    Discusses the effects of marketing myths on product brands in New Zealand. Significance of brands to business enterprises; Implications of brand positioning for business opportunities; Use of brand management tools to drive a compliance program; Development of brands.

  • Things go better with Coke. Fly the friendly skies of United. Have it your way. Not! Gitomer, Jeffrey // Enterprise/Salt Lake City;3/5/2007, Vol. 36 Issue 35, p8 

    The author suggests ways to make sure that branding efforts will lead to purchase. He asserts that branding, which focuses on making the product known to consumers, should be backed with elements of quality, consistency, customer focus and customer attraction. He offers tips on developing...

  • BRAND IMAGE. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p19 

    A definition of the term "brand image" is presented. It refers to the overall global attitude, feelings and views a consumer or a business holds regarding a particular brand. Holding a strong brand image allows the company to develop additional goods and services. It is noted that advertising is...

  • BRAND MESSAGE STRATEGY. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p20 

    The article presents an encyclopedia entry for brand message strategy. It is the primary tactic used in the creation of an advertising message. They are designed to build or enhance the brand or corporate name in some way. The four subcategories of brand strategies are brand user strategies,...

  • BRAND SPIRALING. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p22 

    A definition of the term "brand spiraling" is presented. It refers to the practice of using traditional media to promote and attract consumers to an online Web site. It includes using television, radio, newspapers, magazines and billboards. It is noted that the most common method of promoting a...

  • LEAPFROG. Hajim, Corey // Fortune;10/31/2005, Vol. 152 Issue 9, p158 

    The article focuses on educational toy company LeapFrog, founded by Mike Wood in 1990. By combining technology, entertainment, portability and good results, LeapFrog has built its brand. It chose a name that stuck in consumers' minds and that inspired a whole line of characters. Then there is...

  • After product branding, should come more sales. Gitomer, Jeffrey // Inside Tucson Business;3/5/2007, Vol. 16 Issue 39, p22 

    The author reflects on issues about product branding and marketing. The author believes that the real power of marketing is to be able to convert awareness and recognition to purchase. He cites the "be's" that can make branding into a sale. He notes that brand is not just about becoming known,...

  • Brighten Your Brand. Post, Karen // Sales & Service Excellence Essentials;May2005, Vol. 5 Issue 5, p12 

    Discusses components that should be addressed in branding. Brand purpose; Points of difference; Brand personality.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics