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day 2 - help

day 2 - help

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Published by Drleowcs
MKT Marketing Management
MKT Marketing Management

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Categories:Business/Law
Published by: Drleowcs on Oct 01, 2012
Copyright:Attribution Non-commercial

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11/30/2012

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1
MKT 502 MARKETINGMANAGEMENT
 
CRAFTING THEBRAND POSITIONING
 
 
WHAT IS POSITIONING?
Positioning is the act of 
designing a company’s offering
andimageto occupy adistinctiveplace in the minds of  the target market.
The goal is to locate the brand in theminds of consumersto maximize the potential benefit to the firm.
 A good brand positioning helps guide marketingstrategy by clarifying the
brand’s essence
, identifyingthegoalsit helps the consumer achieve, and showinghow it does so in aunique way. 3
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