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Brand positioning

Key reading


Best Practice: Brand positioning

This Best Practice paper argues that a brand positioning should always contain a strong message for the brand that some people love, and some people hate, in order to be effective. It discusses the five common pitfalls in brand positioning. Brand examples covered in the paper include Starbucks and IBM.
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How to write brand positioning statements

This Best Practice paper provides a framework to use when writing a brand positioning statement.

Mythbuster: Defining competitors too tightly

Les Binet and Sarah Carter look at a common mistake when positioning a brand.

How to use brand positioning

A Best Practice paper providing a "how-to" guide for positioning a business, product, service or brand.

The brand portfolio audit

This classic paper provides a model for examining a portfolio, identifying problems and opportunities.

Latest articles

How Aldi marketed its way to the winning discount position

This article looks at how retailer Aldi positioned itself as the 'best-value' supermarket in the UK after the financial crash of 2008 significantly changed consumer behaviours.

What role should branding play in reinventing financial services?

This article discusses the barriers to strong brand building in the financial sector, in light of the mistrust and reputational baggage that financial brands struggle with.

Building brands through differentiated salience

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

The power of storytelling: how Philips rebranded as a health business

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This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

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Monique Dolbin


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