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Volume : V, Issue : VI, July - 2015 MY WAY IS DIFFERENT – Mantra of BRAND K. Prabhakar Rajkumar, Mareena Abraham DOI : 10.9780/22307850, By : Laxmi Book Publication Abstract : Product positioning has been an important part of marketing since companies began to recognize the relevance of having control over their image. The article signifies about how the brands play crucial role in introducing a new product in market and how effective and efficient positioning strategies make the product to create a unique place in mind of consumers. Systematic positioning leads the product to recall the brand on the tips of consumers. The paper concludes that positioning is applicable to product at broader sense, and how a brand becomes a trust worthy factor for consumers while buying the product. Keywords : Unable to cast object of type 'System.DBNull' to type 'System.String'.
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