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Narrative Strategies for Brand Positioning

Narrative Strategies for Brand Positioning

Ayca Oralkan
Copyright: © 2019 |Pages: 10
ISBN13: 9781522597902|ISBN10: 1522597905|EISBN13: 9781522597919
DOI: 10.4018/978-1-5225-9790-2.ch025
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MLA

Oralkan, Ayca. "Narrative Strategies for Brand Positioning." Handbook of Research on Narrative Advertising, edited by Recep Yilmaz, IGI Global, 2019, pp. 292-301. https://doi.org/10.4018/978-1-5225-9790-2.ch025

APA

Oralkan, A. (2019). Narrative Strategies for Brand Positioning. In R. Yilmaz (Ed.), Handbook of Research on Narrative Advertising (pp. 292-301). IGI Global. https://doi.org/10.4018/978-1-5225-9790-2.ch025

Chicago

Oralkan, Ayca. "Narrative Strategies for Brand Positioning." In Handbook of Research on Narrative Advertising, edited by Recep Yilmaz, 292-301. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-9790-2.ch025

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Abstract

In order for brand strategies to be successful, it is crucial to ensure that the brand information is as accessible as possible. Brand positioning defines how the company's target image is shaped in the minds of consumers. In a competitive environment, ensuring the differentiation of a brand is possible through an effective brand positioning that includes a consistent consumer-brand relationship. Brand reliability is based on this consistency in the fulfillment of brand promises and is a crucial feature of positioning. Effective brand positioning is required to reveal brand trust and generate measurable value. As the marking strategy starts with positioning, other marketing-related issues are shaped around this positioning strategy. Therefore, the steps need to be defined in advance when deciding on the message content of narrative strategies. The efficiency of a successful brand positioning can get amplified with consistent messages in narrative advertising. In the event of consistency, compliance with brand value enhances customer satisfaction and thus brand loyalty.

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