TY  - JOUR
AB  - 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.
VL  - 20
IS  - 5
SN  - 0263-4503
DO  - 10.1108/02634500210441558
UR  - https://doi.org/10.1108/02634500210441558
AU  - Marsden Paul
PY  - 2002
Y1  - 2002/01/01
TI  - Brand positioning: meme’s the word
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 307
EP  - 312
Y2  - 2024/09/19
ER  -