Performance success in an emerging market context: The importance of Brand positioning and Brand equity

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Differentiation of offerings is a proven approach to help businesses to survive and prosper within a highly competitive market. Firms become better equipped to achieve these goals through building brand equity and appropriate brand positioning to highlight its unique qualities and ability to meet the needs of targeted consumers.

Originality/value

The briefing saves busy executives and researchers’ hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "Performance success in an emerging market context: The importance of Brand positioning and Brand equity", Strategic Direction, Vol. 37 No. 11, pp. 19-21. https://doi.org/10.1108/SD-10-2021-0111