Don't Assume the Position

Chevron, Jacques
November 2007
Brandweek;11/19/2007, Vol. 48 Issue 42, p41
Trade Publication
The author discusses brand positioning. It is suggested by the author that a majority of people in the advertising and marketing industry do not have a clear understanding of what brand positioning means, and that they often times confuse it with product positioning. The author explains that brand positioning seeks to create the perception of a difference between a product and those it competes with, and that difference should be relevant enough to give the consumer a reason for using it.


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