STRATEGIES TO DEVELOP A POSITIVE ATTITUDE TOWARDS TO THE BRAND Cover Image

СТРАТЕГИИ ЗА ИЗГРАЖДАНЕ НА ПОЛОЖИТЕЛНО ОТНОШЕНИЕ КЪМ БРАНДА
STRATEGIES TO DEVELOP A POSITIVE ATTITUDE TOWARDS TO THE BRAND

Author(s): Jivka Tananeeva
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Бургаски свободен университет
Keywords: brand positioning; positive attitude toward the brand

Summary/Abstract: Positioning theory is based on the observation that modern consumer does not have time nor the capacity to remember and sorts out the myriad "reasonable" arguments, rushing from the market, nor to test one by one all the available goods and services. Therefore his mind simplifies and organizes the amount of data so that it serves as a landmark in the chaos of the supply. Therefore, positioning is associated with rooted associations concerning the characteristics of any known brand, which remain stable at the influx of new information and resurface whenever calling his name. The purpose of this report is to present strategies to develop a positive attitude towards the brand.

  • Issue Year: 2014
  • Issue No: VIII
  • Page Range: 161-166
  • Page Count: 6
  • Language: Bulgarian