December 2009

Subject: Topic:

Advertising Management Advertising Issues

Submitted to: Subject: Department: University: State:

Prof Devaraj Advertising Management Institute of Departmental Studies Mysore Karnataka

Submitted by: Subject: Course: Department: University: State:

Pradeep Kumar V Advertising Management MBA - Agribusiness Institute of Departmental Studies Mysore Karnataka


Corporate Communication
Corporate communication or the art of crafting and building brand identities and corporate brands has been responsible for the worldwide success of American brands such as Coca-Cola, Pepsi, McDonald's, Wal-Mart, IBM, Microsoft, HP, Apple, Google, General Electric and others. Corporate communication helps companies to shape and mould corporate presence, identity and reputation in the minds of customers, important stakeholders and other audiences. It is important for an organization to invest in corporate communication initiatives to perpetuate its long-term corporate image and brand identity.

Corporate communication is often a key strategic enabler in today's highly competitive and information-driven business environment. Sensible, thoughtful, consistent and well-articulated communication messages reinforce a positive image about a professionally run, well-managed enterprise or business. The larger PR and advertising campaign sustains corporate communication efforts. Limiting the negative fallout of crisis scenarios, corporate missteps, public mistakes or rash public utterances by key executives is possible with strategic and timely corporate communication exercises.

The corporate communication department comprising a senior executive and brand communication managers is in charge of devising and crafting a workable and flexible corporate communication plan. The team drafts news releases, ghosts op-eds and columns for top management, arranges interviews for key company personnel in print publications and relevant programs on network and cable news channels. If necessary, the team liaises with an externally appointed PR agency or firm to coordinate nationwide PR campaigns and press conferences or road shows for product launches.

The top management, key business executives and PR-oriented business managers play a highly influential role in shaping the corporate communication agenda of an organization. They understand the value of communicating key organizational objectives, environmental obligations, community outreach programs to diverse stakeholders and external audiences. Top executives often offer key inputs and suggestions to fine-tune annual corporate communication plans and even allocate budgets for mega advertising and promotional campaigns. They are ready to take up speaking engagements and other external assignments that would boost the organization's image.

A well-managed, sustainable and consistent corporate communication agenda or initiative can reap long-term dividends for a company. Annual shareholder meetings are well-attended, and shareholders feel positive about the long-term prospects and profitability of the company. The long-term reputation and legacy of the company generally remains intact despite minor or short-term organizational mishaps or


market mistakes. Customers are more prone to be loyal and long-term consumers of the company's products and services.

What is corporate communication? Corporate communication is an essential aspect of communication, which needs to be studied and put to use in all the corporate organization for greater efficiency at work. Corporate communication collectively refers to the communication processes that are meant for corporate or business purposes. Corporate communication refers to the communication within corporate organization (internal communication) as well as the communication between different corporate entities (external communication). Corporate communication can make use of different types of mass media.

Internal Corporate Communication
Internal corporate communication means the communication within a particular company. Some of the commonly used tools for internal communication can include business meetings, conferences, interviews, presentations or print media like brochures, newsletters, memos, or business letters. Corporate communication is used to make announcements, take decisions and in general share information, views and opinions within organization. Corporate communication is a great way to create a conducive work atmosphere, thus increasing the productivity of the organization. Factors like work hierarchy come into picture during internal corporate communication. Depending on the direction of communication, internal corporate communication can be further classified as horizontal or vertical communication – horizontal referring to communication within peers and vertical referring to communication within different hierarchies in the organization.

External Corporate Communication
External corporate communication process includes communication of the corporate organization with its current/potential investors, customers and other corporate entities. The external corporate communication process includes elements like advertising, marketing and public relations. The external communication is responsible for the way the company portrays itself to the entire corporate world. Thus, external corporate communication is instrumental in creating the brand image or brand identity. The advertisement campaigns and promotional events can be included in external corporate communication as well. Television ads, newspaper ads, radio jingles, promotional events, or even business proposals, affiliation or partnership proposals are included in external corporate communication.

Effective Business Communication
Effective Business Communication can enhance the productivity of a corporate organization. Business Communication can be described as any sort or verbal or nonverbal communication. Business communication comprises of both external communication and internal communication.


External business Communication
Any exchange of information, or even advertising of any sort that an organization establishes with the people outside the organization can be termed as external business communication. External communication involves exchange of information or transmission of messages to clients, investors, or any other organization, which is directly or indirectly related to the performance of your business.

Modes of External Communication
Advertising: Advertising is perhaps a very crucial mode of communication as far as the clients of the company are concerned. Advertisements in any form - prints, video or audio can be used effectively to communicate your message to the clients/ customers. Advertising your products/services can help you to reassure your existing clients as well as give you a chance to attract new customers. Advertising can be done using the following media: Print media: Newspapers, Magazines, Fliers, Brochures, Newsletters, and Catalogues Electronic media: Internet, Telephone, Television, Radio or the emerging Podcasts can be used effectively for external business communication. Non-conventional: If your Business is looking for un-conventional communication ideas, then investing in Trade shows, Promotional events, or setting up kiosks and hoardings can be a good option.

Goals of External Business Communication
Creating a Corporate Image: Any external communication that a corporate organization undertakes is instrumental in creating a corporate identity for the business. Every form of communication and all its elements contribute to building a corporate image. For example even the kind of colors a Company used for its corporate stationary or the company logo will speak volumes about the kind of image the company is trying to portray. Retaining Old Customers and Attracting New Customers: External business communication can be used effectively to reach out to your old customers and strengthen their trust in the Business. The other objective is to reach out to the new customers/clients. Thus ultimately effective communication will translate into increased and steady inflow of revenues. Tips: • • • Be concise and clear during communicating. Explain your goals and objectives very precisely. Do not bluff or make false claims. Failure to fulfill those claims will earn your Business a bad reputation. While arranging meetings or conferences with your clients/customers, value their time and consider their convenience

Internal Business Communication


Communication within the organizational structure of a corporate company is called internal business communication. Internal business communication is also one factor that cannot be compromised upon if you want to ensure a successful business.

Goals of Internal Communication:
Creating Better Work Atmosphere: Workplace atmosphere can be enhanced by effective business communication. Healthy flow of communication across all the peer groups, subordinates and seniors ensures a healthy work atmosphere. Increased Productivity: Better communication translates into better understanding of the Corporate goals and objectives of the company. Hence if the communication between work groups is clear and sound, that results into increased productivity for the Business.

Modes of Internal Communication
Print: Memos, in-house newsletters, fliers, magazines or leaflets can be used according to the Business needs. Electronic: PowerPoint presentations, videoconferences, telephone; fax, emails or even Internet messengers can be used for in-house communication. Personal Communication: Regular meetings, conferences, brainstorming sessions or even informal chats can be considered as effective communication tools at workplace. Internal business communication can be further classified into three categories of communication:

Upward Communication
Communication within the organization that passes from a lower hierarchy to higher hierarchy is called upward communication. For example subordinates passing on information to their seniors will be considered as upward communication. Here are some useful pointers to use while communicating with your seniors. • Subordinates should communicate with their seniors with an amount of respect. Although, we live in an age where workplace atmospheres are getting more friendly and open, it is necessary that one must not cross their boundaries. Try maintaining a healthy relationship with your senior. Always seek feedback and at the same time make it a point to convey your own ideas and suggestions to them

Downward Communication
Communication that flows from the higher hierarchy to lower hierarchy is called


downward communication. Some points to keep in mind while communicating with your subordinates at work: • • • Treat your subordinates with respect Criticism if unavoidable should be kept constructive Regularly ask for suggestions or feedback

Horizontal Communication
Communication within peer groups can be terned as horizontal communication. Bitching and gossiping may not be the only form of information exchange. Make not of some useful tips while you are at your workplace: • • Do not indulge in mud slinging /back stabbing Try and avoid conversations that tend to de-motivate you or your colleagues from work

Rural Advertising
Reaching rural India As pointed out earlier, according to the 2001 Census, most of India (more than 72% of the total population) lives in more than half a million (total 6,38,365) villages and speaks in numerous tongues. The dispersion phenomenon poses a twofold challenge for advertisers and mass communicators wishing to reach rural audiences, namely, that of geographic dispersion as rural audiences are scattered and remain beyond the reach of conventional media (so that rural corporate giants that are champions of rural marketing, such as Hindustan Lever are struggling to reach them); and linguistic dispersion: India is a multilingual country with dozens of major languages and hundreds of dialects/varieties. There are other variables too, such as understanding the needs and aspirations of consumers (consumer segmentation), and marketing the products that they need. Therefore, the important issues for advertising in rural India that are of concern to Indian advertisers and marketers include: * To reach the as yet unreachable with the most suitable media to ensure maximal spatial reach; * To reach them linguistically and effectively; * To unify this highly fragmented market through some standardized pan-Indian or global advertising strategy; and * To mobilize villagers to the point of sale or the focal point of action. How to reach the unreachable


The easiest solution would be to reach rural India by means of conventional electronic media (radio and TV). However, there are several limitations in the use of conventional media forms: * Television * TV is beyond the reach of rural India. Electricity is not yet accessible to many if not most people living in remote rural areas. According to NRS 2005, TV reaches 108 million households, reflecting a 32% growth since 2002. Cable and satellite TV penetration jumped from 40 million in 2007, 61 million in 2005. Nevertheless, the reach of TV is still limited. * More than half the reach of TV is created through secondary viewing programmes such as community viewing. * Reach and frequency of regional language and vernacular programming is still limited. * Channel surfing is common; viewer ship is not guaranteed; clash of value systems results in special resistance to television advertising. * Ownership of colour TV sets is extremely low, which places severe limitations on the artistic delivery of the message. * In spite of the emergence of interactive TV, viewers have low involvement with advertised messages. * Radio * Although it has maximum reach, radio is still under much government control. * Programmes options are limited. * There is no visual content. * Like TV, there is a low involvement level of the listeners with ad messages. * Cinema * Cinema is experiencing a downward trend in viewer ship. * It is popular but primarily with young males. * It is not free. * Print media * A low level of literacy and lack of availability at the right time and place are still the major problems.


Advertising value system
Advertising increases value for consumers
By allowing companies to differentiate themselves and highlight their unique selling points, advertising stimulates competition in the marketplace. Competition, in turn, means companies need to keep improving the value of their products for their consumers: pushing down prices and pushing up quality. Just think how competition among TV manufacturers has brought about a steep fall in the price of flat-screen televisions while simultaneously increasing both their image quality and their size. The link between advertising, competition and consumer value is immediate: when bans on advertising were lifted in some US states, the prices of spectacles fell by 3040% thanks to increased public awareness and competition.

Advertising promotes choice
Clothes, car insurance, computers, holidays... we have never had so much choice as consumers. Yet we all have different tastes and needs. No single product is right for everyone. Companies use advertising to tell us about the distinct products they offer in response to this diversity. When you see an ad for coffee, for example, it can • • • • Inform you about lower prices (e.g. 'buy one get one free' promotion). Tell you about differences in quality (e.g. improved packaging that keeps the coffee fresh longer). Tell you about the options that best fit your individual tastes and values (e.g. coffee certified with the 'Fair Trade' label). Inform you about the options that best suit your lifestyle (e.g. coffee capsules for instant espresso).

Advertising, in other words, allows companies to provide a much broader range of options than would otherwise be the case. By telling us about them, advertising


ensures that we don't need to settle for second best. It helps us exercise our right to choose.

Advertising drives economic growth
In helping companies succeed, advertising plays a key role in a dynamic economy. Successful companies create more jobs, pay more tax and contribute directly to economic growth. In fact, there is a proven link between advertising and economic growth: • • • There is a positive correlation between the rates of investment in advertising and GDP growth in major markets. Business sectors with the highest rates of investment in advertising are those where competition, a recognized driver of growth, is liveliest. Countries where relatively little is invested in advertising are also those where economic growth is weakest.

The advertising industry itself also contributes in a big way to economic growth. At 6.4% in 2007, the communications industry was the third-fastest growing sector of the US economy – far above the 2.2% growth for the economy as a whole2.

Advertising creates jobs
Through its positive effect on economic growth, advertising helps generate jobs. For example in the US advertising plays a key role in generating 18.2 million of the 126.7 million jobs.1 The wider advertising industry itself also has a positive effect on job creation. The ad industry's contribution to employment growth is two to four times greater than the average for the overall economy.

Advertising is the lifeblood of the media
Advertising funds a diverse, pluralistic media landscape. Without advertising, many of the world’s media as we know them would not exist. • • To replace advertising revenues, newspapers would have to double their cover price.1 On television and radio, the variety of sport, drama, news and children’s programs that we have come to expect would be unthinkable without advertising. An estimated 94% of revenues from children’s TV advertising in the EU are directly reinvested in children’s programs.2

On the Internet, advertising funds new forms of communication, which are breaking down borders and barriers across the world by giving a voice to many who was voiceless before. ‘Advertising is an integral part of the freedom of expression. It is impossible in a democracy to separate the freedom of publishing or broadcasting news, opinions or entertainment, from the freedom of advertising.’


Advertising funds sports and culture
Advertising and sponsorship play an essential role in enabling sporting events such as the Olympic Games and the FIFA World Cup. The costs of running the 2012 Olympics in London – estimated at £2bn – will be entirely funded through sponsorship and related revenues.1 Companies’ marketing spend also heavily subsidizes the transmission of such events to a global audience. In the arts, sponsorship subsidizes and pays for major exhibitions whether at the Museum of Modern Art or the Guggenheim or for performances at La Scala or the Opéra National de Paris. Sponsorship also supports community sports teams, grassroots cultural events and aspiring artists. Damien Hirst, today one of the most eminent contemporary artists, started his career with a student exhibition made possible through sponsorship by the London Docklands Development Corporation.

Social marketing for a better society
All over the world, public service advertising has proven to be an effective way to increase AIDS awareness, promote energy saving, fight domestic violence, or reduce road deaths by encouraging the use of seat belts. In fact, many national governments are among the largest advertisers. Over the last years, the British government has consistently spent more money on advertising than all but two companies in the country, rising to second place in 2007.1 Companies too are using advertising to help address societal challenges. They are increasingly conscious that, beyond selling brands and ideas, advertising can be used to show how they can help make a difference. Procter & Gamble's Ariel consumers in the UK reduced their energy use by 41% as a result of the Ariel Cool Clean campaign, which encourages consumers to wash at 30°C without a loss in washing results. For a family of four this results in average savings of around 43 kg of CO2 - the equivalent of driving 240 km - from being released into the atmosphere per year. =================================================== ========

Campaign Planning
Many marketers don’t think about the campaign plan until everything else is finalized. We will help you build the plan upfront, so what we deliver will deliver you the best return on your marketing investment. Whether it’s an advertisement, direct mail, e-zone, telemarketing or a highly integrated campaign with many elements, planning the campaign up-front will improve your results, lower cost and reduce waste. There’s also more than meets the eye to optimizing your campaign, so build a detailed plan. Here are a few of the things to consider for the typical advertising campaign.


• Make sure you assess where you will get the highest return on your marketing investment. - Identify the publications that reach your target audience. - Get a copy of their BPA statement, or if they haven’t got one their ABC statement. - Use the results from your previous advertising campaigns, if available, to identify the publications that offer the best value. - Always negotiate a good position and don’t accept less. Book high traffic areas and a right-hand page. Make sure your ad is facing matter not other advertising. - Negotiate hard for deep discounts on published rates. - Make block bookings, with cancellation options if possible. - Make sure that all the details you have agreed with the publication are written on the purchase order. - Review the ad when published to make sure you got what you agreed. If you didn’t then ask for a refund, credit or free ad. - Make sure you negotiate all magazines with the same publisher at the same time. Sometimes additional benefits can be gained. - Evaluate the editorial integrity of the publication and look for editorial opportunities at the same time. - Look for other areas where you can cooperate with the publication. - Remember marketing effects are cumulative – make sure you have the funds to generate enough impressions. Optimize you campaign by selecting fewer, more focused publications with a higher number of insertions. • Keep the campaign focused to maximize your ROI. Don’t waste money on publications that don’t reach your target audience or aren’t quite right. Use that money elsewhere. • Have a clear idea of the total cost to execute the campaign before you begin. We have seen it many times. A company develops an ad only to find out later they don’t have the money to run it sufficiently. • Make sure the organization is geared-up for the customer response. • If there is a fulfillment piece, make sure it’s ready before your advertisement appears in the magazines. • When building the media schedule consider the other activities that are happening, such as tradeshows and new product introductions. • Set up a measurement system to monitor the campaign effectiveness over time. • Decide when you will assess how the campaign is performing and make a decision on how to proceed from there.


• If it is not working, STOP! It might sound obvious but all too often companies will continue to advertise just because they haven’t thought through any alternatives or because it’s what they have always done. • Remember, advertising is only one option. Many marketing alternatives could give you a better return on your investment.

Brand Positioning
Brand positioning and brand communication are important and difficult topics for most marketers. How to position your brand and how to communicate that position are critical to success. The art of personality projection has been used by many brand managers to attempt to solve this problem. Projecting a personality onto a brand for positioning and communication can be a good idea. However, the methods previously used have been inadequate. Much has been and continues to be written about the power of brands, and the importance of brand positioning. Al Ries and Jack Trout coined the term positioning over 30 years ago to describe the process of obtaining customer mind-space. Existing brands have mind-space, new brands want mind-space. Knowing what your mindspace actually is and how that compares to your competitor's mind space is critical to brand success. Assuming you know what your brand's position is in customers' minds, how do you communicate that position? What language do you use to reinforce the position with existing customers and prospects, and how do you let new prospects know where to place your brand in their mind? And again, assuming you know, how do you make sure that everyone who "touches" your brand uses the same language? Your advertising agency, your product marketing and product management teams, your sales people, your customer service people, the rest of your employees, all touch your brand and communicate the brand to your "market." Do they do it with a common language? And if they do, is that language reinforcing the position your brand holds with your customers? And this all presupposes that you not only understand your position in the customer's mind, but you have a language that can articulate that position.


If that position is strong (such as with established brands like Coca Cola, Nike, McDonald’s, Intel, HP, GE, etc.) then why do these companies continually change their tag lines and basic advertising language? How many "tag lines" or messages has Coca Cola had since "The Real Thing?" And what about McDonald’s where you are now "Loving' It?" What's the difference in position between McDonald’s and Burger King? You may know that Burger King will do it "Your Way" (well they used to), and therefore you can assume McDonald’s does it "their way," but you'll love it anyway.

What's the Solution?
What if you thought about brands as having a distinct personality? In fact, you probably do think about them in that way to some degree, as do the brand stewards within the company and its agencies. The problem is that brands are not usually discussed in specific terms of their personality. Even when they are the language or terms can be arbitrary or vague. Many companies use personality projective techniques informally to discuss or describe brand personality. Projective techniques have been used for many years to help people describe a brand in terms other than just hard attributes/benefits. For example, respondents might be asked if Budweiser were a person what would they be like? Or if Corona were a car what kind of car would it be? These techniques have proved helpful in creating a better understanding of brand personality. However, they have limitations in that they are not quantitative or measurable, and may not be repeatable. This can keep even those companies that use personality projection techniques from fully discussing brands in specific personality terms.


The deficiencies of projective techniques can be eliminated by assigning personality traits that can be quantitative and measurable; and thus of more powerful and repeatable use in brand communication than the projective techniques have allowed. There is a substantial science in the use of measurable and quantifiable personality traits of actual people. Personality traits are something that most people can agree upon when discussing another human being. If you know another human being, you can usually describe their personality to someone else. And if that other person asked several other people about the same person, they would likely get a similar personality viewpoint. With the exception of certain Dr. Jekyll and Mr. Hyde situations, but then again all people who see one or the other will describe each personality similarly. Only those who see "both" are confused. (As would someone seeing that dichotomy in a brand personality as well.) Since personalities are something we can articulate, what if you could give those personality traits specific, agreed upon names, and then determine to what degree a given brand possessed those traits (in the mind of the customer)? We suggest that this would be a powerful way to position (or reposition) a brand and assure common language is used by all to reinforce the brand's personality, which is then its position. By using an agreed upon, common set of personality trait names to describe a brand's personality, a common language evolves that is also perceived by the customer to be valid. You can move beyond the limitations of projective techniques, which are vague, to a technique, which is measurable and repeatable. It turns out that you can do this now with a technique called, Brand Personification. Using research done by several people over the last 10 years on personification measurement and the application of "human" personality characteristics to brands, it has been shown that you can accurately and consistently describe a brand based on specific human personality characteristics. Further, these characteristics can be compared to the personality position of so-called competing brands to determine what the relative brand position is for a given brand within a competitive frame.

An Example
Using brands that most people are familiar with, and a measurement technique known as discriminate analysis, we can create a perceptual map of three well known “athletic” shoe brands1 That graphic is shown below.


It is quite clear that the three brands are personified very differently from each other and fairly consistently by gender. This perceptual map makes it very clear where these brands stand. Leveraging that position is marketing's job. The discriminate analysis method not only allows you to determine which of the pre-defined personality traits best describes your brand, it also show how strongly that position is held by your brand. Looking at the perceptual map you’ll notice that Brand C’s descriptor projections (the vectors) are not as far out from the center as are Brand A’s or Brand B’s. While Brand C holds a distinctly different position from Brands A and B, that position is not held as strongly as Brand A and B holds their respective positions. As Ries and Trout said many years ago, it is far easier to take advantage of what people already believe than to try and change their minds. Since each of these three brands hold a unique position, mind changing is unnecessary anyway.2 The value of this personality map is that precise terms have been used (as opposed to “what car is the shoe most like”) and the positioning difference is very clear. If you learned that your shoe was most like a Corvette and your competitor’s was most like a Lexus, what could you do with that information? While the positions are clearly different, you now must interpret what you think the respondents meant by Lexus or Corvette. Instead, using terms that have been proven over the years in the field of human personality description, you can gain a better and actionable understanding of brand positions.

So What?


Armed with a precise brand personality, brand identity and execution becomes much easier. Keeping the message consistent across media is now practical. In truth, the personification allow for a common language around the specific personality to be identified and consistently used. Unless there is a need to reposition the brand (a very expensive proposition), all messaging, and so-called branding activities can be compared against the brand personality to ensure that the personality is being reinforced and not degraded. This single-focused, powerful guidepost can keep the brand message and position on target. It keeps the brand stewards on track and assures that the message and position resonates with the customer and prospect. Granted it does keep brand stewards from going wherever they might feel is interesting, and some might suggest it limits creativity. But then, there is plenty of creative opportunity in leveraging the brand's existing position and the personification of the brand creates a useful, consistent, and understandable method for achieving that goal.

Another obvious use for this technique is to find repositioning opportunities. Using this personification technique a brand steward might learn that their brand's current position is not distinguishable from other brands' positions, and is also not competitively considered. This also-ran, redundant position leads to lower brand value and the dilemma of repositioning. Where to reposition to is always a key question. As strategists have suggested for years, "hit them where they ain't." (Well they probably used more sophisticated language, but you get the point.) The Brand Personification map (like the one shown previously) can show the brand stewards exactly where the opportunities might lie. It is up to them to determine if such "open positions" are valuable, but it takes the guesswork out of where to consider moving. The projective techniques described earlier and in more common use do not allow this precise retargeting because they do not require a well defined position. Even those projective techniques that ask the respondent to describe the brand as if it were a person allow so much latitude in terms of description that it is difficult, if not impossible to take consistent action based on the results. Brand Personification moves this “describe the brand as a person” approach to an actionable and repeatable level by restricting the descriptors to a limited number of human personality terms that have been proven over time. Once a new position is selected, it also provides a concise, precise framework to use to reposition the brand. While brand repositioning is always difficult, this methodology can dramatically accelerate the process.

New Brands
What about launching a new brand? The use of Brand Personification for the launch of a new brand is similar to its use in repositioning. That is, by personifying the existing brands in the market space, the marketer looking to launch a new brand can quickly see where existing brands sit. They can look for weakly positioned brands or for open positions that may be of value.


The personification approach provides a measurable, repeatable framework to describe brand position and the relative strength of that position among customers and potential customers. With this clear knowledge in hand, the brand marketer can focus the new brand where it is most likely to succeed, and can assure that all messaging and positioning reinforce that brand position.

How Does This Work?
Brand Personification can be done using techniques that are similar to proven personality profiles used on people. The science behind many of the existing profiles is well established, repeatable, and reliable. Creating a personality profile for a brand can be done in a similar fashion using a related methodology. Unlike personality profile reports for humans that describe attributes and effective methods for managing and communicating, the personality profile for a brand is designed to provide insight and guidance as to how to leverage that position. Also, unlike with humans, a brand's personality is best understood in relation to other brands and their respective personalities. Knowing your brand's personality is valuable and allows focused communication and positioning. Knowing that personality and how it is mapped versus other relevant brands is an even more powerful positioning tool.3

Final Thoughts
Brand Personification offers the brand marketer, whether dealing with an existing brand, a brand repositioning, or a new brand, a proven, repeatable, useful approach to brand positioning that goes well beyond projective method. Using precise actionable insights from existing customers and potential customers, the marketer can learn where their brand is positioned in the customer's mind and how to leverage that position for best value. Brand Personification provides brand stewards the ability to take the guesswork and debate out of brand positioning, and allows all efforts across the enterprise to be aligned for the success of the brand.


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