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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment by R. Craig Lefebvre

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Chapter 7

Strategic Positioning and Brands

This street art in Galway, Ireland, reminds us that corporate branding practices can provide positioning approaches that work locally. (Image courtesy of the author.)

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Learning Objectives

  • Describe the elements of a positioning strategy.
  • Discuss the value of brands for behavior change.
  • Identify three examples of the use of brands in marketing behavior, product, and service offerings.
  • Outline the features of a brand strategy document.
  • Discuss research that demonstrates the efficacy of brands in social marketing programs.

The decisionsthat should focus social marketing efforts are those of positioning ...

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