Research objectives; Pharmaceutical Companies are adopting various positioning strategies. The current research paper is based on conceptual understanding of various positioning typologies with
At the same time as brands and branding dominate our contemporary mode of capitalism, brands also claim an ethical position based on a critique of their competitors (Lury, 2004; Arvidsson, 2006).
Ethical brands have risen to prominence in recent years as a market solution to a diverse range of political, social and, in this case most interestingly, ethical problems. By signifying the ethical
In the Australian fashion industry, few fashion brands have intervened in the design of their products or the systems around their product to tackle environmental pollution and waste. Instead,
Despite the existence of several successful cute-looking products in the marketplace, such as the Volkswagen Beetle or the numerous Hello Kitty accessories, it seems that marketers still prefer
