The E-Mode of Brand Positioning: The Need for an Online Positioning Interface

The E-Mode of Brand Positioning: The Need for an Online Positioning Interface

S. Ramesh Kumar (Indian Institute of Management, Bangalore, India)
Copyright: © 2005 |Pages: 18
DOI: 10.4018/978-1-59140-824-6.ch012
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Abstract

Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and its impact on online strategies, changing lifestyles of consumers, and the consumer interaction required as a part of contemporary brand strategy, there may be need for brands to synergize their positioning strategies with online positioning strategies. This would enable brands to adapt to an environment that is increasingly becoming digital. This chapter, after taking into consideration the published literature on brand positioning, attempts to formulate online positioning strategies using different aspects of brand positioning, price, customer interactivity, and consumer community orientation. Implications for marketing managers are provided.

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