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Journal cover: Marketing Intelligence & Planning

Marketing Intelligence & Planning

ISSN: 0263-4503
Incorporates: Journal of Marketing Practice: Applied Marketing Science

Online from: 1983

Subject Area: Marketing

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Brand positioning: meme’s the word


Document Information:
Title:Brand positioning: meme’s the word
Author(s):Paul Marsden, (University of Sussex, Brighton, UK)
Citation:Paul Marsden, (2002) "Brand positioning: meme’s the word", Marketing Intelligence & Planning, Vol. 20 Iss: 5, pp.307 - 312
Keywords:Brands, Positioning
Article type:Research paper
DOI:10.1108/02634500210441558 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:This paper illustrates how memetics, the Darwinian science of culture and creativity, can be used to enhance brand positioning. Using a simple but powerful technique of memetic analysis, it is shown how marketers can unpack how brands are actually positioned in the minds of consumers in terms of their component memes, that is, their “genes of meaning”. A demonstration of the validity and reliability of memetic analysis is given through an investigation of how the notion of “healthy living” is positioned in the minds of consumers. The practical utility of memetic analysis in brand positioning is discussed, and the possibility is raised of using the analytical tool to increase profitability by “memetically modifying” brands with true, unique and compelling consumer values.



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