Distinctive Brand Assets: Building Memory Structures
In January 2009, Tropicana replaced the familiar orange-with-a-straw image on its Pure …
- Brandclickx
Brand Strategy: Choosing What to Stand For
Strategy at brand level is mostly subtraction, deciding which customers, categories and claims to give up. This section covers positioning frameworks, brand architecture, repositioning attempts, naming and the internal alignment needed to hold a stance for years. Case studies follow each decision through to what it did to demand and margin.
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