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What is a brand?
(traditional definition)
What is a brand?
(today definition)
What is the frame of reference?
What is a target segment?
Market segmentation
(definition)
Positioning
(definition)
Points of parity POP
(definition)
Category POPs
(definition)
Competitive POPs
(definition)
Points of difference PODs
( definition)
Desirable attribute of PODs
