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The E-Mode of Brand Positioning: The Need for an Online Positioning Interface

Brand positioning is crucial to any brand’s strategy. Given the rapid development of technology, changing lifestyles of consumers and active consumer interaction, there may be a need for brands to synergize their efforts to position themselves with online positioning strategies. This would enable brands to adapt to an environment that is increasingly becoming digital. This chapter, after taking into consideration the published literature on brand positioning, attempts to formulate online positioning strategies based on the various aspects of brand positioning such as price, customer interactivity, and consumer community orientation. Implications for marketing ...

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