Pribadi, Yulius (2025) Paham Dasar Brand Identity Dalam Pembentukan Brand Positioning. Caritas pro Serviam, 51 (02). pp. 50-61. ISSN 1410 4547

Text CARITAS 25 NOV 5 ADI.pdf Download (1MB)

Abstract

Brand positioning has been developing recently. Companies are using the concept of brand positioning to cultivate their businesses operations. Positioning and brand attitude provide the foundation for building a strong brand equity, and are at the heart of brand building with strategic integrated marketing communication. This study aims to analyze that brand positioning is based on a process of brand identity. Brand identity is on producer’s side. Brand positioning is on consumer’s side. Using a descriptive qualitative approach and literature review from various book sources, results of this study indicate that scrutinizing brand positioning process should involves brand identity process. Brand positioning is constructed by brand identity, and communicated by marketing communication vehicle to create brand attitude, brand image, brand equity, and brand loyalty.

Actions (login required)

View Item