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Brand Positioning Statements
Wilcox, Ronald T.; Yemen, Gerry Technical Note M-0827 / Published January 20, 2012 / 9 pages.
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Product Overview

The process of branding a product involves building awareness of and preference for the specific name of the product that is being branded. Central to the branding process is the brand positioning statement, often simply called the positioning statement. This note discusses the process of brand positioning and how to construct positioning statements.


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  • Overview

    The process of branding a product involves building awareness of and preference for the specific name of the product that is being branded. Central to the branding process is the brand positioning statement, often simply called the positioning statement. This note discusses the process of brand positioning and how to construct positioning statements.

  • Learning Objectives