Advertising is one of them. Here advertising is used to enhance the image you create for your brand. It interacts with other brand image information. Research shows that if the image information conveyed in other channels is consistent with customer experience, your brand positioning process will enhance your customers' experiences. However, if it is inconsistent with their experiences, your brand image advertising will do more harm than good to your brand image.
Research also shows that many retailer stores position themselves as low price stores.
However, their customers do not perceive these stores as low price stores simply because they did not experience low price shopping. So if you want to target to the Basic Market, you should use your pricing policy positively to support your low price brand image. However, if one uses pricing policy incorrectly, pricing has a negative impact on branding. In Information Economics theory, pricing is a signal of the quality. This signaling effect of pricing enhances its importance in market segmentation.