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Essay Details:
Essay text:
As
consumers, we are all influenced by the effects of a powerful brand positioning-"brainwashed," so
to speak-to have preference for one versus another. But today there are so many choices for
consumers that this term has a secondary derivation-"whitewashing." That is, the brand choices
are so varied and the
We can define "brand" as the sum of all available
information about a product, service or company.
differentiation so minimal in terms of product functionality that we're faced with a sea of
indiscernible offerings. This is why it is critical for a brand to be well positioned and uniquely
differentiated...
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