12 formulating a positioning strategy formulating for

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Unformatted text preview: y Formulating for a Brand ESSENTIALS OF EFFECTIVE BRAND POSITIONING STRATEGIES Substantive Value Substantive Consistency Consistency Simplicity & Distinctiveness Simplicity FUNDAMENTAL BRAND POSITIONING THEMES Benefit Positioning Benefit User Positioning User Competitive Positioning Competitive REPOSITIONING BRANDS 4.13 Would You Say That Being Would “Cool” Offers Substantive Cool” Value as a Basis Positioning Strategy? Strategy? 4.14...
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