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Superior Customer Experience through Brand Positioning - Empirical Study on Branded Shirts

Drishtikon: A Management Journal

Volume 1 Issue 2

Published: 2010
Author(s) Name: M. Prasanna Mohan Raj, P.T.VijayaRajkumar, G.Bhuvaneswari
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Abstract

Brand success depends upon understanding the way consumers’ experience with the brand. In the era of proliferation of brands and bombardment of advertisements, positioning becomes the weapon for the marketers to create the unique customer experience. Brand positioning sets the direction for all marketing programs about what the brand should and not to do with its marketing. The concept of considering the human mind as perceptual space will be helpful in understanding the concept of positioning and develops the theoretical basis for brand positioning. Perceptual mapping is a visualization technique used by the marketers that attempts to visually display the perceptions of customers. The focus of this paper is to explore the perceptions of customers through perceptional mapping with special reference to branded apparel gents’ shirts category. This Research paper comes out with a perceptual map by using correspondence analysis which illustrates the positions occupied by the branded apparel based on the attributes Key words: Customer Experience, Brand Positioning, Perceptual Mapping, Branded Apparel and Correspondence Analysis

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