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

Author

Listed:
  • Tudor EDU

    (Romanian-American University, Bucharest, Romania)

  • Iliuta Costel NEGRICEA

    (Romanian-American University, Bucharest, Romania)

Abstract

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.

Suggested Citation

  • Tudor EDU & Iliuta Costel NEGRICEA, 2012. "Brand Positioning - A Marketing Resource and an Effective Tool for Small and Medium Enterprises," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-11, February.
    • Handle: RePEc:spp:jkmeit:1252
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    References listed on IDEAS

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    Cited by:

    1. Cristina Neagoe & Nicoleta Rossela Dumitru, 2013. "The Degree In Which The Extent Of The Emotional Commitment Is Reflected In The Way Of Expressing The Intention To Continue The Relation With The Organization," Romanian Economic Business Review, Romanian-American University, vol. 8(3.1), pages 35-45, September.
    2. Tran Thi Kim Phuong & Tran Trung Vinh, 2019. "An empirical study examining an extended TAM model in the context of a Facebook event page," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(9), pages 238-353, September.

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