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Marketing Management, 12/e A South Asian Perspective 11 Crafting the Brand Positioning Kotler Koshy Keller Jha
Chapter Questions ,[object Object],[object Object],[object Object],[object Object]
Marketing Strategy ,[object Object],[object Object],[object Object]
Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Value Propositions ,[object Object],[object Object],[object Object],[object Object]
Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.
Defining Associations ,[object Object],[object Object],[object Object],[object Object]
Conveying Category Membership ,[object Object],[object Object],[object Object]
Consumer Desirability Criteria for PODs ,[object Object],[object Object],[object Object]
Deliverability Criteria for PODs ,[object Object],[object Object],[object Object]
Examples of Negatively Correlated Attributes and Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Addressing Negatively Correlated PODs and POPs ,[object Object],[object Object],[object Object]
Differentiation Strategies ,[object Object],[object Object],[object Object],[object Object]
Product Differentiation ,[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]
Identity and Image Identity: The way a company aims to identify or position itself Image: The way the public perceives the company or its products
Product Life Cycle ,[object Object],[object Object],[object Object],[object Object]
Facts about Life Cycles ,[object Object],[object Object],[object Object],[object Object]
Marketing Program Modifications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Market Evolution Stages ,[object Object],[object Object],[object Object],[object Object]
 
Product Life Cycle ,[object Object],[object Object],[object Object]
Emerging Markets ,[object Object],[object Object],[object Object],[object Object]

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11

  • 1. Marketing Management, 12/e A South Asian Perspective 11 Crafting the Brand Positioning Kotler Koshy Keller Jha
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  • 4. Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
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  • 6. Writing a Positioning Statement Mountain Dew: To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.
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  • 15. Identity and Image Identity: The way a company aims to identify or position itself Image: The way the public perceives the company or its products
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