Week 7 Discussion: Positioning

timer Asked: Oct 17th, 2018
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Question Description

On pages 140-1 of our textbook you’ll find a lot of great information on positioning. Positioning helps a brand understand what differentiates it from its competitors in the hearts and minds of consumers. Research brand positioning online. Based on your readings from the textbook and at least one online source address something you found to be very interesting about positioning. Explain how the thing you found can be used to help differentiate a brand. Give an example.

Your initial post should be approximately 300 words long. After posting your initial response you’ll be able to see the initial responses of your colleagues.

Comment on the post of just one colleague. Your response to your colleague should be approximately 150 words. DO NOT comment on the posts of all colleagues, just one. Select the one that you feel you can add the most value to, for example, raise an issue that your colleague didn’t address in their initial response to the question.

Feel free to also share your personal experiences in your initial post as well as your responses to the posts of your colleagues.

If you use any external sources for your initial response or your response to the post of a colleague, be sure to include a link to your source(s).

Post your initial response anytime BEFORE 11:59 p.m. on Thursday, then post your response to one colleague anytime BEFORE 11:59 p.m. on Sunday.

Week 7 Discussion: Positioning
Week 7 Discussion: Positioning

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Tutor Answer

School: Rice University




Brand positioning strategy
Institution affiliated



Brand positioning, generally, refers to the techniques used to elicit some sort of unique
impression in the target market’s mind such that customers have something specific and of value
that they associate with a brand. Good brand positioning is important in establishing brand equity
and maintaining customers which is translated to increased brand performance in relation to
competing brands (Blankson, Ertekin & Lohse...

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