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- 2024-04-02 发布于四川
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3.1CHAPTER3:
BRANDPOSITIONINGVALUESKevinLaneKellerTuckSchoolofBusinessDartmouthCollege
3.2BrandPositioningIsattheheartofthemarketingstrategy“...theactofdesigningthecompany’sofferandimagesothatitoccupiesadistinctandvaluedplaceinthetargetcustomer’sminds.”PhilipKotler
3.3DeterminingaframeofreferenceWhataretheidealpoints-of-parityandpoints-of-differencebrandassociationsvis-à-visthecompetition?Marketersneedtoknow:WhothetargetconsumerisWhothemaincompetitorsareHowthebrandissimilartothesecompetitorsHowthebrandisdiffer
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