Brand positioning constructs and indicators for measurement of consumer’s positive psychology toward brands

Pages:124-126
Abdullah Malik and Bushan D. Sudhakar (Department of International Business, Pondicherry University, Puducherry)
Mohd. Sarwar Rahman (Department of Commerce, Aligarh Muslim University, Aligarh, Uttar Pradesh)

Positioning is the game in the minds of consumers, which marketer has to play to get into it and place own brand by breaking the clutter of the advertisements. It is a structured system which creates a differential identity, awareness, image, personality, salience through differential communication in the target market. In practice, now days companies are putting ads on parking meters, hotel elevators, and even in washroom, they thinks that more clutter will generate sales, which is wrong. Here only positioning of brand in the consumer’s mind will work. In the current study, our main concern is to explore the constructs and indicators to measure brand positioning. On the front of implication, this study will provide an insight to the academicians and the people of brand managerial practice in carrying out the study in different related areas in finding actual perceived psychology of the customers regarding the brands.