Advertising is an amazing concept, which has almost become a part of our daily lives basically it acts as a backbone for the promotional activities of company's products. It is a form of communication which persuades the consumers in purchasing a particular brand of a product. Advertisements are basically formulated to increase the sales of a particular product or service through the creation and reinforcement of `Brand Image' and `Brand Loyalty'. Many companies spend huge amount of cash to promote their products. Nowadays, even the retail companies are trying to position their brands in order to get an edge over their rivals.

In the present business environment, advertising has become a different ball game altogether, with numerous products and services through which the consumer's can avail `the best option' of a product. Many producers give importance to the medium i.e., the way it is projected in an advertisement to attract customers rather than focusing on a product. In other words, positioning a product in terms of a particular brand i.e., `Brand Positioning' or `Product Positioning' draws the attention of producers.

What exactly is `Brand Positioning? Let us now look at the definition of `Positioning'. According to Charles Mittelstadt, "Positioning refers to how you want the brand `thought about' in connection with competitors in its product category. It needs to be specific to the brand aimed at a specific target audience." From the above definition, one can understand the importance of `Positioning' in the success of any brand. It would be apt if one says that `Positioning' can make or break a brand. The brand positioning plays a pivotal strategy in marketing, if it is placed in a proper way it helps to increase the equity of a brand which in turn results in greater profitability.

Advertising Express Magazine, Brand Loyalty, Brand Positioning, Brand Ambassador, Unique Selling Proposition, USP, Indian Market, Hutchison Essar, Vodafone Group Plc, Telecom Company, Global System for Mobile, GSM, Customer Service.