Category: with an emphasis on product and service features
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distinct from the competition. Caperer (1997) argues that positioning is a way of emphasizing the distinctive characteristics of the brand that makes it stand out from its competitors and is appealing to the public. Gelder (2003) defines brand positioning as a way to demonstrate a brands distinction and competitive advantage over competitors. Brand positioning is a rather functional affair
but all related to the ability to command a position in consumers minds