Creativity is essential to the development of positioning strategies. However, for these creative solutions to be … successful positioning action plans. By design, the process is structured to engage the client from the beginning, thereby …

positioning strategies of service brands, and to establish whether there is evidence of congruence/fit between managerial … decisions, adopted communications and target audience perceptions of positioning strategies of the brands. The relative … corresponding positioning messages. The findings also show that fit or congruence between managerial decision and communicated …