Abstract:
Developments on communication and transportation has made the world an open market. Depending upon this ,companies which are face to face with increasing competitors every single day have to make more effort to keep their own customers. The rise in the number of competitors forms the greatest obstacle for the companies to survive. For the companies to compete in this setting with the products which have been akin to each other ,the differentiation elements in residual price, package and shape is not seen enough. In this context, companies should look for the right ways to locate their brands in the minds of consumers to the right place . And this indicates the need of positioning which provides successful branding that will make the brand distinguished by consumers from among the other brands. Thus, in this study, context of positioning and related concepts are examined in detail.

Keywords: Brand, Positioning, Brand Positioning

Download Article File