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Positioning is the game in the minds of consumers, which marketer has to play to get into it and place own brand by breaking the clutter of the advertisements. It is a structured system which creates a differential identity, awareness, image, personality, salience through differential communication in the target market. In practice, now days companies are putting ads on parking meters, hotel elevators, and even in washroom, they thinks that more clutter will generate sales, which is wrong. Here only positioning of brand in the consumer's mind will work. In the current study, our main concern is to explore the constructs and indicators to measure brand positioning. On the front of implication, this study will provide an insight to the academicians and the people of brand managerial practice in carrying out the study in different related areas in finding actual perceived psychology of the customers regarding the brands.
Keywords: advertisement, brand positioning, differentiation, perceived psychology
The beginning of term positioning was initially came into limelight in 1972, when Al Ries and Jack Trout wrote "The positioning era cometh" and "Positioning cuts through chaos in market place". The full - fledged concept of positioning came in year the 1981 in a book of Al Ries and Jack Trout "Positioning the battle of mind How to be seen and heard in the crowded market place". "Positioning starts with product.. .a service.. .a company, institution or even a person" (Ries & Trout, 1981). Moreover, it is contended that positioning concept has its origin or background in the packaged goods, where it was product positioning. Furthermore, pointed by (Ries & Trout, 1981, 1986) that, in 1950s there was product era which shifted to image era and now finally it has transformed into positioning era. For every brand to succeed at the market place positioning is only the way to break the advertisement clutter, which has now become so high. But in actual practice, marketer are going wrong way, as they are running more advertisement (Sengupta, 2005). That's why there are so many irrelevant company's promotional messages comes in e-mail box. We can see the ads on parking, hospitals, hotels etc. which sometimes creates negativity of certain brands, because of annoying ads (Goldstein et. al, 2013). Now, what could...