A Study of Positioning of Domestic and Foreign Brand- A Meta Analysis

Abstract

The potential for branding strategies largely depends upon how the perceptions of customers are translated into purchase intention. Companies some time try to build brand awareness before establishing clear brand position and companies must know themselves before convincing them. With explosion of good quality products on the market and targeted media, there is a strong feeling among organizations to strategically position their brand in the customer’s mind set. Successful market approach has to be distinctive through creating branding strategy, managerial brand image through marketing, differentiating from competitors, creating added perception for service market and creative client base while attracting new clients. There are various conventions of corporate branding such as brand context, construction, confirmation, consistency, continuity and conditioning of brand which helps brand in its positioning in customer’s mind set. All ingredients of branding will be useless if they are not advertised properly. The role of advertisement should be in the nature of attack force and occupation force.