ABSTRACT
This chapter focuses on the components of branding that can be managed by a marketer. The concept of positioning refers to the strategy companies follow to reach a favorable, sustainable competitive position in a market. The Levi's story demonstrates the efforts of the managers of the Levi's brand to maintain its leadership position in denim jeans. The problem Levi's face is keeping in touch with its consumer market and that brings us to the second face of positioning. The simplest method of analyzing and depicting the positioning of brands in relation to the evaluation dimensions is quadrant analysis. Brands that aim at distinguishing themselves from the prototype brand in one or several dimensions relevant to a specific consumer segment use a differentiation strategy. The goal of differentiation is to create a brand concept that distinguishes itself from the generic product or the prototypical brand in dimensions that are important for at least one specific market segment.
