Positioning a Brand in the Marketplace

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John J


Date added:

August 28, 2016







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16 / 4475


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As consumers, we are all influenced by the effects of a powerful brand positioning-"brainwashed," so to speak-to have preference for one versus another. But today there are so many choices for consumers that this term has a secondary derivation-"whitewashing." That is, the brand choices are so varied and the We can define "brand" as the sum of all available information about a product, service or company...
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This is why it is critical for a brand to be well positioned and uniquely differentiated. Now that we are clear on why brand positioning is important, let's define what a brand is. The dictionary definition of "brand" is of little help. One dictionary carries three separate and distinct meanings: The first is "a trademark or distinctive name identifying a product or manufacturer...
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