The e-mode of brand positioning: The need for an online positioning interface

Description

Brand positioning is a crucial strategy to any brand's strategy. Given the rapid development of technology and it impact on online strategies, changing lifestyles of consumers and the consumer interaction required as a part of contemporary brand strategy, there may be need for brands to synergize their positioning strategies with online positioning strategies. This would enable brands to adapt to an environment which is increasingly becoming digital. The paper after taking into consideration the published literature on brand positioning, attempts to formulate online positioning strategies using different aspects of brand positioning, price, customer interactivity and consumer community orientation. Implications for marketing managers are provided. © 2009, IGI Global.

Publication Date

1-4-2008

DOI

10.4018/978-1-59904-813-0.ch008

ISBN

978-1591408246

Publisher

IGI Global

Keywords

Marketing management, Brand Positioning, Online Positioning Interface, Brand's strategy

Source Link URL

https://doi.org/10.4018/978-1-59904-813-0.ch008

Link to Full Text

Share

COinS