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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment
book

Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

by R. Craig Lefebvre
February 2013
Intermediate to advanced content levelIntermediate to advanced
592 pages
16h 47m
English
Jossey-Bass
Content preview from Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

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.)

image

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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Publisher Resources

ISBN: 9781118235249Purchase book