Positioning and Branding
This chapter examines brands, often one of the organization's key strategic marketing assets. The management of brands is of fundamental concern to marketers. For sellers, they are a means of legally protecting their products and services. For consumers, brands help to identify the maker of the product and know who should be held accountable for any problems. Parts A and B of this chapter examine three key issues about brands: brand position and positioning — where positioning is the management process that leads to a brand's position; branding — the identity and architecture of brands; and brand equity — the value added to a product or service that is endowed by its brand name.
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