brand positioning

The image that a brand wants to create about itself in the target consumer’s mind. After we are aware of the brand’s values, it’s easier to distinguish, define and situate it among the other competitors on the marketplace. By positioning, a company wants to achieve that the consumer consider the brand as a better choice than the other market actors’s product or service.

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Chandler, Daniel & Munday, Rod (2011). A Dictionary of Media and Communication. Oxford University Press. Oxford. 36. p. See the Online Edition