BRANDING AND BRAND POSITIONING: A CONCEPTUAL CONFLICT PERSPECTIVE IN PRODUCT AND CORPORATE STRATEGIES

Dublin Core

Title

BRANDING AND BRAND POSITIONING: A CONCEPTUAL CONFLICT PERSPECTIVE IN PRODUCT AND CORPORATE STRATEGIES

Description

There has often been confusion among academics and practitioners about the use of some business concepts so much, again, with branding, which has generated a breed of ‘corruptive’ learners and users of such concepts. This paper criticizes the abuse of branding and provides simplified, logical sequential process to the appreciation of the development of branding as well as how it should be applied as a strategic tool in business. The study was based on relevant literature, observations and interviews. The major finding is that effort made at ‘positioning’ and / or ‘repositioning’ a brand, has most times been misconstrued as branding. For instance, the sponsorship, colorization and colonization of an event using a brand and / or corporate identity, is not in itself branding, but positioning or repositioning. The recommendation is that scholars and practitioners should carefully study the root of a concept from which other business tactics are derived before applying it to particular situations, the failure of which further wrongly educate fresh learners and give more credibility to and even stronger acceptance of the concept, by the general business world.

Creator

ALFRED JM EDEMA , Ezute Ifeakachukwu Fortune

Source

Scirj Volume II, Issue I, January 2014 Edition

Publisher

Scientific Research Journal (Scirj)
ISSN: 2201-2796

Identifier

http://scirj.org/january-2014-paper.php?rp=P011485

Citation

ALFRED JM EDEMA , Ezute Ifeakachukwu Fortune , “BRANDING AND BRAND POSITIONING: A CONCEPTUAL CONFLICT PERSPECTIVE IN PRODUCT AND CORPORATE STRATEGIES ,” Scientific Research Journal -> Research Library, accessed November 15, 2018, http://www.scirj.org/rp/items/show/48.

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