Brand perception creates superiority

Abstract

Creating market segmentation through select communication method to a unique group of people without having to change its physical aspect is what defies product positioning. To create an effective product positioning, marketer needs to decide which image they want to communicate to its targeted audience which is relevant to their perception.

Consumers reserve the right to evaluate and choose intangible benefits than tangible benefits out of a product. Consumers in the end will choose the attributes of what a brand represents rather than just its physical and tangible benefits. Brand perception has capability to create superiority over the competition.

Key words: product positioning, brand, communication