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birdseye birdseye
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6 years ago
What is the difference between product differentiation positioning and brand leadership positioning?  Use examples to illustrate.
Textbook 
Integrated Marketing Communications: Strategic Planning Perspectives

Integrated Marketing Communications: Strategic Planning Perspectives


Edition: 5th
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6 years ago
A product differentiation positioning strategy communicates meaningful and valued differences in order to distinguish itself from competitive offerings.  With brand leadership positioning, a product presents itself as a preferred choice among customers. Nike is a leader in the shoe technology, and is a brand that inspires confidence in people who use their shoes.  Brand leaders have characteristics in common that give them an advantage over competing brands. 
Examples will vary.
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