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Brand Positioning - A Marketing Resource and an Effective Tool for Small and Medium Enterprises

Author(s): Tudor EDU | Iliuta Costel NEGRICEA

Journal: Journal of Knowledge Management, Economics and Information Technology
ISSN 2069-5934

Volume: 2;
Issue: 8;
Start page: 58;
Date: 2012;
Original page

Keywords: marketing | brand positioning | positioning instrument | marketing mix

In order to acquire an effective competitive advantage on the market, the product/ brand must be understood by the prospects in a certain way. The outcome of positioning is the depiction of a clear image in the prospect’s mind of what the product can offer or mean. A clear position in the prospect’s mind should be one of the most important goals in marketing. The marketing endeavor in any company should be focused on achieving a desired position in a prospect’s mind. A marketer must be able to distinguish between real positioning options and wishful thinking, because the barrier between these two is very thin and could lead to success or failure. A strong brand and an enduring position should be planned and attained together by any Small and Medium Enterprise, because they can differentiate the survivors from the perished, the winners from the losers, and the leaders from the pursuers.
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