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Brand Positioning & Values
Positioning ,[object Object],[object Object]
Basic Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation Approaches ,[object Object]
Segmentation Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object]
Criteria for Segmentation  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Segmentation bases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
B2B Segmentation bases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Points of Difference ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Points of Difference ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Points of Parity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning Guidelines - Steps ,[object Object],[object Object],[object Object],[object Object]
Step 1  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Competitive Frame of reference ,[object Object],[object Object],[object Object],[object Object]
Step 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 3 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Establish POD & POP ,[object Object],[object Object],[object Object]
Step 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Abstract values Motivations ,[object Object],Updating brand positioning Benefits Attributes
Brand Mantras ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Mantras ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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