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Positioning Decisions

Positioning Decisions

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Published by obvert

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Categories:Types, Business/Law
Published by: obvert on Jan 28, 2011
Copyright:Attribution Non-commercial

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01/28/2011

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PRODUCT & BRANDMANAGEMENT
Positioning decisions
 
Agenda
Strategic
Differentiation
Positioning
Product decisions
 Trademarks andRegistration
Brand
Role / purpose
Good names
Aaker’s Framework
Equity
Definition, framework,measure
Extensions
 
Product differentiation
FormFeaturesPerformanceQuality
 
ConformanceQuality
size,shape,physicalstructure
characteristicssupplementproduct’sbasicfunction
low /average /high /superior
all units areidentical &meetpromisedtargetspecificationsDurability
 
Reliability 
 
Repairability
 
Style
 
Design
expectedoperatinglife undernatural and/ orstressfulconditions
productwill notmalfunction / failwithinspecifiedtime
product’slooks &feel
integratingforce
totality of features thataffect howproduct looks& functions
ease of fixingproductthatmalfunctions or fails

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