5

Percy and Elliott, 2009

write copy in-house and use freelance graphic artist

in-house creative department

“Positioning refers broadly to the values

and associations, both tangible and

intangible, that are linked with a given

brand. The positioning differentiates the

brand from its rivals.”

Gospe, 2012

Adapted from Percy and Elliott, 2009

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”

whether the brand’s position in relation to other brands should be in

terms of product users or the product itself

Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of

Creative Advertising. Switzerland: AVA Publishing.

Percy, L. and Elliott, R. (2009) Strategic Advertising Management.

Oxford, Oxford University Press.

Shimp, T. (2007) Integrated Marketing Communications in Advertising

and Promotion. USA: Cengage.

Yeshin, T. (2006). Advertising. London, Thomson