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Brand Positioning

Brand Positioning

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Published by Mazhar Haque

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Published by: Mazhar Haque on Feb 23, 2011
Copyright:Attribution Non-commercial

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11/14/2012

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Brand Positioning
 
STP
Market Segmentation (ID)2. Determine which segmentationvariables to use3. Develop market segment profiles
 
Market Targeting (Evaluate)4. Evaluate relevant market segments5. Select target markets
 
Market Positioning (Enter)
Develop positioning for targetsegments
Develop a marketing mix foreach segment
Having Finished theTarget MarketSelection Process WeAct!
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2011
 
Positioning
The position of a brand is the perception it brings about in themind of the target  consumer 
This perception reflects the essence of the brand in terms of functional and non functional benefits that a consumer judges
Thus positioning a brand is always relative to its competitorsbasis the perception held by the target segment in a multi brandmarket.
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