An important advertisements magazine in America, Advertising Age, published Positioning Era in 1972 composed by Al Ries and Jack Trout, which declared the birth of positioning”. When this is finished, in the minds of consumers, a brand will be established or the knowledge about a certain symbol has basically transformed. In these four measures, the principal task of brand placing” is to have the brand recognition content Positioning of brand and brand value orientation communications convey with the target consumers. It's very straightforward; the essence of brand management would be to join your own view about yourself and other people's opinions about you through various means. Lots of people are confused about the relationship between branding ” and positioning ” as well, it truly is because they confuse branding” itself with management measures and brand development.
A company builds its brand image through trade communication with its consumers. The consumers interpret all advice that is got and form a subjective perception of its image or the brand. Views of Brand recognition is how a man sees himself, brand positioning is this individual describes himself and brand consciousness is how this individual is looked at by others.
The picture basically expresses a way a consumer thinks about the feelings and the brand when the consumer thinks about it the brand arouses. On the basis of these characteristics, which the consumer associates with the brand, the firm can build a competitive advantage because of its brand.