Credibility of the Source and the Message

Business influence through marketing communications can be done through word, pictures, symbols, spokespersons and special channels.

The advertiser (source) of interpersonal communication may be formal or informal. Informal sources include, friends, family, neighbours, who speak with the receiver/target audience regularly. Formal sources include sales persons, political candidates who are compensated in a way to influence consumers to act in a certain way.

Brand Positioning Strategy

How to "Position and Re-position your Brand"

Positioning strategy is about where you compete and how you compete.
The brand could be a product, service or the organisation.
Positioning is normally done for a particular product and only uses two features from the product to analyse its position.
It is usually best to rely on positioning approaches when they are part of a broader analysis, which in turn helps to ensure that the whole marketing mix (personal sales, sales promotion, general advertising, public relations and sponsorship) is positioned for competitive advantage.