Crafting the Brand positioning - Developing and Establishing a Brand positioning
6 important questions on Crafting the Brand positioning - Developing and Establishing a Brand positioning
Steps to make a competitive frame of reference:
- Identify competitors; category membership
- Analyse competitors; real and perceivend strenghts and weaknesses, strategies and objectives
Criteria of points of difference?
- Desirable
- Deliverable
- Differentiating
Which two forms of points-of-parity are there?
- Category POP
- Competitive POP
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A perceptual map is
What is a brand mantra?
Criteria of a brand mantra:
- Communicate
- Simplify
- Inspire
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