| Abstract [eng] |
In promotional offers and information crowded society even strong brands becomes similar to each other (Clancy and Trout, 2002). To avoid this it is necessary to positioning the brands for competitive advantage in the market and to get exclusive position in the consumer's mind (McLoughlin and Aaker, 2007). According to Schiffman et al., (2007) effectively chosen brand positioning strategy provides a strong consumer loyalty, faith in the brand, more value and intentions to purchase it. Fuchs and Diamantopoulos (2010) said that effective brand positioning not only gives the consumer a good reason to buy a company's products, but also more likely to recommend a brand to their friends and acquaintances. |
