5
Percy and Elliott, 2009
write copy in-house and use freelance graphic artist
in-house creative department
“Positioning refers broadly to the values
and associations, both tangible and
intangible, that are linked with a given
brand. The positioning differentiates the
brand from its rivals.”
Gospe, 2012
Adapted from Percy and Elliott, 2009
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
whether the brand’s position in relation to other brands should be in
terms of product users or the product itself
Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of
Creative Advertising. Switzerland: AVA Publishing.
Percy, L. and Elliott, R. (2009) Strategic Advertising Management.
Oxford, Oxford University Press.
Shimp, T. (2007) Integrated Marketing Communications in Advertising
and Promotion. USA: Cengage.
Yeshin, T. (2006). Advertising. London, Thomson