POSITIONING
A marketing strategy that aims to make a brand occupy a distint position, relative to competing brands, in the mind of the customer. Companies apply this strategy either emphazing the distinguishing feathres of their brand ( what it is, what it does and how etc). or they may try to create a suitable image (in expensive or premium, utilitarian or luxurios, entry-level or high-end). through devertsing. Once is positioned, it is very difficult to reposition it without destroying redibility. Also called product positing.
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