Managing brand performance: Aligning positioning, execution and experience
نویسندگان
چکیده
منابع مشابه
Product and Brand Positioning
Second, companies cannot position brands in isolation; they must be positioned relative to one or more competitors. By nature, human beings learn by making comparisons. When we learn new information, one way we remember and use that information is by mentally comparing it to existing information. Therefore, it’s only natural for people to develop perceptions of one brand that are relative to ot...
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ژورنال
عنوان ژورنال: Journal of Brand Management
سال: 2010
ISSN: 1350-231X,1479-1803
DOI: 10.1057/bm.2010.11