文章基本信息

标题：Brand Positioning - A Marketing Resource and an Effective Tool for Small and Medium Enterprises
本地全文：下载
作者：Edu, Tudor ; Negricea, Costel
期刊名称：Journal of Knowledge Management, Economics and Information Technology
印刷版ISSN：2069-5934
出版年度：2012
卷号：2
期号：1
出版社：ScientificPapers.org
摘要：In order to acquire an effective competitive advantage on the market, the product/ brand must be understood by the prospects in a certain way. The outcome of positioning is the depiction of a clear image in the prospect’s mind of what the product can offer or mean. A clear position in the prospect’s mind should be one of the most important goals in marketing. The marketing endeavor in any company should be focused on achieving a desired position in a prospect’s mind. A marketer must be able to distinguish between real positioning options and wishful thinking, because the barrier between these two is very thin and could lead to success or failure. A strong brand and an enduring position should be planned and attained together by any Small and Medium Enterprise, because they can differentiate the survivors from the perished, the winners from the losers, and the leaders from the pursuers.
关键词：marketing; brand positioning; positioning instrument; marketing mix