Management of Interaction between Creative Advertising Strategy and Brand Positioning Strategy
Management of Interaction between Creative Advertising Strategy and Brand Positioning Strategy

Summary/Abstract: The paper examines the interaction between the creative advertising strategy and the brand positioning strategy. The interaction between the creative advertising strategy and the positioning strategy is evaluated from two perspectives: the passive and the active. The interaction model, created by the author reveals three main critical points: a match between the planned brand position and the one perceived by the consumer, a match between the planned positioning strategy and the creative advertising strategy, and a match between the brand position perceived by the consumer and creative advertising strategy. Management of these three points is one of the ways to increase the brand competitiveness.

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