Marketers have different views of how to position a brand. Some value structured approaches such as the

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Marketers have different views of how to position a brand. Some value structured approaches such as the competitive positioning model described in the chapter, which focuses on specific points-of-parity and points-of-difference. Others prefer unstructured approaches that rely more on stories, narratives, and other flowing depictions.
The best way to position a brand is through a structured approach versus the best way to position a brand is through an unstructured approach.
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Marketing Management

ISBN: 978-0132161077

14th Canadian Edition

Authors: Philip R Kotler, Kevin Lane Keller, Subramanian Sivaramakrishnan, Peggy H. Cunningham

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