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Brand positioning


Key reading

Starbucks

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

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

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

A priceless strategy for growth - and why MasterCard is no longer 'the best way to pay'

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

Eat fresh, Latin American: Subway's success translating a global brand to local consumers in Latam

This paper comprises an extended case study of how Subway, the US sandwich retail franchise, successfully expanded into Latin America, establishing over 4,400 restaurants in over 30 countries.

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