Brand positioning and its usefulness for brand management: the case of Apple Inc

The modern marketplace is an environment that exposes consumers to enormous amounts of information. Therefore, to create value and stand out from the crowd, marketers must give their brands meaning and relevance by creating a ‘position’ in the mind of the consumer. This paper acknowledges the importance of brand positioning and discusses its usefulness as a strategy for marketers and brand management, with particular focus on Apple’s application of the concept in the marketplace.