Brand As Persona

One key marketing action is the positioning a brand in a marketplace. Identifying the market segment or segments a product fits into. One very popular way of doing this for consumer products is by demographics, or for business products by company size and turnover. Brand positioning is more than this. It is a meeting of minds and hearts. Consumer Personality Factors To unleash the true power of a brand it is also necessary to consider the personality characteristics of the people who are going to buy it. The aim of…

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