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What is Brand Positioning? Written by: Anthony RiveraMarketing Consultant THE X GROUPinfo@www.thexgroup.netWhat is Brand Positioning? This is an easy question to answer, if looked at from an academic point of view. In some marketing books brand positioning is defined as the process by which advertising and marketing people try to create an image and/or identity of their products, services, companies or brands in the minds of the consumers. These books mention a lot of terms such as; business strategy, branding, marketing plan, strategic planning, etc..In order to accomplish this task, they recommend using a variety of methods which usually include; mass media advertising, e-marketing, viral marketing, direct marketing, etc. However in real life brand positioning is a procedure which requires more than just advertising.New BrandsPeople think that new brands have a tougher time positioning themselves, but that is not necessarily true. The fact is that if done right from the beginning, brand positioning can be much easier for a new brand than for one which has been in the market for a while.The brand has to be out there for people to see, consumers must know...more
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