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Strategic
Brand Management
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BRAND
CULTURE AND BRAND RITUALS |
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Top guns in the corporate world dissect brands, and
the cultures and rituals that they weave around themselves,
in the Strategic Marketing Forum |
| BENEFIT
LADDERING IN BRAND POSITIONING
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The benefit laddering technique, which focuses on linkages
between product attributes, their consequences and their
ultimate consumer values, is very important in arriving
at a brand positioning that a consumer can relate to,
says Vidya Sen. |
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