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Brand positioning statement - это. Что такое brand positioning

Позиция бренда - это то место, которое занимает бренд в умах целевого сегмента по отношению к конкурентам; Источник: Л.А. Белоусова, Т.А. Савина. БРЕНД - МЕНЕДЖМЕНТ. 2005. Brand Positioning Отчет о прибылях и убытках (Income statement) Отчет о движении денежных средств (Statement of Cash Flow) Brand Value Brand Power Brand Relevance Brand Leverage. In the last few weeks, there has been a rising tide of articles exposing the ineffectiveness of banner ads. One of these made reference to a study that said that search engine positioning was a far more effective form of on line advertising than banner ads. But where many of the dot com as well as traditional marketers have been missing the proverbial boat is the lack of the other kind of positioning placing a product or service in the mind of the prospect. This piece of marketing brilliance was supposed to be startling new news. I hate to be negative, but how many Harvard MBAs did it take to figure this out? Banner ads, most of which carry no message at all, are often little more than annoying. We try harder or with a favorable attribute (Volvo safety or a price point (Motel 6 economy) or gender (Virginia Slims politically correct or not, this brand has a strong position).

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Google brand positioning statement
What does the brand hang its hat on, thin air? We repeat, a position is the place your product or service has in the mind of your public. The operative word is has.
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