Chapter 12

Making strategic decisions in advertising management within a brand perspective


This chapter is intended to help you:

  • Learn about the concept of positioning.

  • Understand the relationship between positioning and the 4Ps.

  • Understand the relationship between segmenting, targeting and positioning.

  • Understand the value of perceptual mapping.

In the previous chapter, we discussed different strategic options for the brand and reviewed the elements of the creative brief. One of the key elements of the brief is brand positioning. This chapter will focus specifically on making your brand distinctive, using the concept of positioning. The most important takeaway from this chapter is this: positioning is not something that ...

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