Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/11843
Title: The e-mode of brand positioning: The need for an online positioning interface
Authors: Kumar, S Ramesh 
Keywords: Marketing management;Brand Positioning;Online Positioning Interface;Brand’s strategy
Issue Date: 2008
Publisher: IGI Global
Abstract: 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.
URI: https://repository.iimb.ac.in/handle/2074/11843
ISBN: 9781599048130
DOI: 10.4018/978-1-59904-813-0.ch008
Appears in Collections:2000-2009 A

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