... or unspoken words for communication, which often leads to more emotional approaches to communication (Taylor et al., 1997 ; Choi et al., 2008). © Emerald Group Publishing Limited 2011 Brands Cross cultural studies Product positioning United States of America Attitudes...

... the brand image due to identity crisis. R.K. Srivastava can be contacted at: srivastava@vsnl.net © Emerald Group Publishing Limited 2011 Brands Brand identity Brand image Product positioning Hygiene Soap Godrej Cinthol Brand personality Perception Positioning Brand...

... Product positioning Cinema Ashok: Product Placement Agent (ReelProducts)Roshan: Bank Commercial Marketing Manager (JLA Bank)Sandy: Film Producer (CS Films)The “God”: Bollywood Film StarThe WifeThe BossKaran and Preity: film‐goers Sandy looked at him, unconcerned and replied, “Look, you...

... care products to have increased by more than 20 per cent annually and exceeded €1 billion in 2006 (Musselman, 2007). Increasingly, manufacturers throughout the industry are eschewing synthetic chemicals in favour of natural alternatives. © Emerald Group Publishing Limited 2009 Product...

... Limited 2008 Product positioning Brands Marketing strategy Australia United States of America The need to integrate marketing communications and the complexity of communication planning is driven by a number of factors. These include the centrality of the brand, the integrated...

... and consumed. Practical implications/originality/value The overall conclusions and discussion of the findings should provide a case‐based framework for the practical planning and implementation of positioning strategies in the tourism context. Barbados Product positioning Tourism management Customer...

..., offers green branding insight and suggests strategic tools for brand managers. © Emerald Group Publishing Limited 2005 Brands Product positioning Green marketing Green marketing has been an important academic research topic for at least three decades (Kassarjian, 1971 ; Kinnear...

... Product positioning Internet Data handling Text retrieval Competitive analysis Increasingly, many forms of communications will be stored in digital format. As voice recognition capabilities of computers improve, verbal communication with the clients may well be digitised. With the merging of text...

... (see Figure 3). © MCB UP Limited 1997 Automotive industry Brand image Japan Product positioning Strategic marketing Rover Group The charge of the Light Brigade and the battlefield at Thermopylae are apposite images when considering a plan to market small cars in Japan. Each...

... homogeneous segments in terms of some relevant aspect of their behaviour. Segmentation thereby enables the firm to isolate and target specific markets. Competitive advantage Competition Computer industry Marketing mix Marketing strategy Product positioning Strategic planning SWOT analysis...