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Brand positioning claims can be made at three levels: attribute-based (what's in it?), benefit-based (what's in it for me?), and value-based (why is it important
Brand positioning claims can be made at three levels: attribute-based (what's in it?), benefit-based (what's in it for me?), and value-based (why is it important to me?). The goal is to provide consum
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Management
Authors: Stephen P. Robbins, Mary A. Coulter
12th edition
133043606, 978-0133043600
