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Lecture 3 slides

  1. Brand positioning
  2. Crafting a brand positioning statement
  • Target customers (for whom, for when, and for where?)
  • Value claim (what value?)

Creating relevance (value pyramid and JTBD)

Being distinctive (shared, unique, and irrelevant attributes)

Creating resonance (laddering technique and HVM)

  • Reason to believe (why and how?)

Being realistic

  • Frame of reference (relative to whom?)

Lecture 3 – Positioning brands as meaning creation process – 13 Dec 2022

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