Managing and Positioning Brands in the new world: Addressing Evolving Consumer Trends
Positioning plays a vital role in keeping a Brand on track towards its destination. It pinpoints what makes the Brand motivating, different and true for target customers. Its particularly important for Brands to know their human side and the job they are expected to do. The different elements of positioning (essence, values, personality, promise, benefits, brand truths, customer insight, market definition, target customers) need to come together as a coherent whole.
