“Brand positioning plays a key role in the building and managing of a strong brand by specifying how the brand is related to consumers’ goals. It can be thought of as answering three questions: (1) Who should be targeted for brand use? (2) What goal does the brand allow the target to achieve? and (3) Why should the brand be chosen over other brands that achieve the same goal?”
—A M Tybout and B Sternthal.
