Brand Image and Product Positioning PDF
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Uploaded by AdroitJadeite2449
Cork University Business School
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Summary
This document provides an overview of brand image, product positioning, and repositioning. It explains how brands create a schematic memory and how target consumers interpret product attributes and benefits. The concepts discussed are useful for understanding marketing strategies and market analysis.
Full Transcript
Brand Image • Brand image refers to the schematic memory of a brand. • Brand image encompasses target consumers interpretation of the products attributes, benefits, usage situations, users etc. Brand Image and Product Positioning • Product positioning involves creating a defined brand image re...
Brand Image • Brand image refers to the schematic memory of a brand. • Brand image encompasses target consumers interpretation of the products attributes, benefits, usage situations, users etc. Brand Image and Product Positioning • Product positioning involves creating a defined brand image relative to competition within a market segment. • Perceptual mapping: measuring and developing a product’s position. Product repositioning Product repositioning refers to a deliberate decision to significantly alter the way the market views a product. Product repositioning can involve – – – – https://www.youtube.com/watch?v=SHbbV 5x3YZc&ab_channel=robatsea2009 level of performance the feelings it evokes the situations in which it should be used who uses the product https://www.youtube.com/watch?v=owGyk VbfgUE&ab_channel=OldSpice
