Determining The Most Relevant Characteristics Of A Product As Part Of A Brand Positioning Analyze
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.
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- Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
- Kyeongheui Kim & Joan Meyers-Levy, 2008. "Context Effects in Diverse-Category Brand Environments: The Influence of Target Product Positioning and Consumers' Processing Mind-Set," Journal of Consumer Research, University of Chicago Press, vol. 34(6), pages 882-896, October.
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