Chapter 7, Problem 12QA

Summary Introduction

To discuss:the way marketers use the perceptual maps to develop effective positioning strategies.

Introduction:

Brand personality: is defined as creating an identity for the product that the market which is targeted will prefer over other competing brands. It is also regarded as a unique image that captures a service's or a good’s benefits and character.

Product positioning:is defined as a process used by the marketers to determine how to best communicate their products' characteristics and feature to their target customers based on competitive pressures, customer needs, and available communication channels.

It is also defined as a marketing strategy targeted at influencing how a particular market segment recognizes a service or a goodas compared to its competitors.