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Identifying and Establishing Brand Positioning

Brand positioning is a strategic act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind, such that the potential of product is maximized. The tools used to do the competitive brand position are among others.

  • Points of difference and points of parity
  • A mental map is a visual depiction of the different types of association
  • Sources of brand equity CBBE model
  • Designing and implementing brand mantras