Q9 - Why can we say that having an excellent global positioning is one of the principal.docx

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Q.9 . Why can we say that having an excellent global positioning is one of the principal assets of a brand? A Brand is a set of associations that a person (Or group of people) makes with a company, product, service, individual or organization. Branding is an attempt to harness, influence and control the associated parties to help the business perform better. A Brand presents the company as distinctive, trusted, exciting, reliable and all other positive attributes which are appropriate to that business. The American Marketing Association defines a Brand as follows; “….name, term, sign, Symbol or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to be able to differentiate them from those of competitions”(Keller 1998). Considering today’s era of globalization which is defined by Larsson (2001) as “the process of world shrinkage, of distances getting shorter, things moving closer,” the challenge for marketers

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