the 80s, most firms concentrated on tangible assets because of the restriction
of material and production technology. Presently, nevertheless, there is a
in asset valuation/pricing process which considers brand is an intangible
valuable assets of companies. It is a substantial move towards a focus on
intangible resources such as goodwill, brand management and client loyalty1.
21st century, high-technology empowers consumers. They have become more active
in their buying-decision process. In other words, consumers make smarter and
more informed purchase decisions by actively searching for information of the
product and service before buying them. Nevertheless, people often do not
understand why they buy something and they still do unplanned purchase in spite
of their high degree of intelligence and transparent information environment.
starting identifying business, its brand will appear in their minds. The brand
positioning process is the overall sum of their beliefs, experiences and
expectation which business can only influence some of them at a certain level.
Most of businesses today already realized that although they can control their
marketing mix strategy, they cannot control over the environment factors that
constantly mold and reshape the target market. They are no longer in the
control over what people think about them, they can only influence consumers’
trust by trying to show the true brand integrity that their product will add
unique value to consumers’ usage experience. Marketers must accomplish this
promise with a solid and concrete differentiation through its marketing mix communication.
Because, ultimately, it is the customer’s definition that counts2.
brand positioning process has become intensified day after day when the stream
of User-generated content and social media sites continue to grow. For
instance, more than a half of Facebook users check Facebook at least once a day
and 12 percent check in every 2 hours. Almost 50 percent claimed that they
login Facebook before bed, during bedtime, as soon as they get up. Tween people
(ages 8-12), teens (ages 13-17) and young adults (18-24) are much addictive to
social media. The skyrocketing increase of UGC and social media has resulted in
a great number of changes to the marketplace. Therefore, in order to drive
consumers’ perceptions, to earn positive advocacies for the brands, to identify
lucrative opportunities and to address problems, businesses must invest in
market research that allows them to uncover the consumers’ needs and wants, to
know what consumers and non-consumers are talking about their brands and
competing brands, and to improve understanding of the marketplace before
launching any marketing campaigns3.