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Building a Frame of Reference Between Advantages and Parity

In: Brand Storming

Author

Listed:
  • Michele Fioroni
  • Garry Titterton

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.

Suggested Citation

  • Michele Fioroni & Garry Titterton, 2009. "Building a Frame of Reference Between Advantages and Parity," Palgrave Macmillan Books, in: Brand Storming, chapter 0, pages 99-114, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23351-5_11
    DOI: 10.1007/978-0-230-23351-5_11
    as

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