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Determining The Most Relevant Characteristics Of A Product As Part Of A Brand Positioning Analyze

Author

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  • Sabina-Mihaela, RUSU

    () (“Apollonia” University of Iasi, Roamania)

Abstract

Product characteristics or attributes along with brand meanings are a mix of features ascribed to a brand that are meant to create brand associations and a resulting brand image in the mind of the consumer determining in this way the brand position on the market. This paper is based on a qualitative study (observation fallowed by questionnaires applied on a restrain group of students) and its aim is to identify which are the most relevant attributes for a book designed for learning a foreigner language. The results of this analyze can be utilized in further studies regarding how to establish the position of this product on the market.

Suggested Citation

  • Sabina-Mihaela, RUSU, 2013. "Determining The Most Relevant Characteristics Of A Product As Part Of A Brand Positioning Analyze," Management Strategies Journal, Constantin Brancoveanu University, vol. 22(Special), pages 450-456.
  • Handle: RePEc:brc:journl:v:23:y:2013:i:s:p:450-456
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    File URL: http://www.strategiimanageriale.ro/papers/130559.pdf
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    References listed on IDEAS

    as
    1. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 595-600, March.
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    More about this item

    Keywords

    brand attributes; brand positioning; observation; qualitative analyze;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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