Publisher's Synopsis
BP can be used as inputs by marketing professionals to design and reformulate their branding strategies. The results imply that consistency in value and message to be delivered to the customer leads to better positioning in the mind of the customer. Product attributes are of significant interest to marketing researchers and practitioners, as these are the prominent criteria by which consumers evaluate products prior to making purchase decisions and it is on the basis of attributes that marketers design their products and set it apart from competition. Innovations in features and user-friendly interfaces can give consumers an opportunity to engage with the product and the brand. Top management concern to make the brand sophisticated, sincere, competitive, exciting is important to become better than the competitors' brand. Team work and supportive culture in organization can enhance the success of promotions.
