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Book Chapter

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Whether you are in a resource-based commodities business, the manufacturer of a product, or a provider of services, the issue of branding and positioning your offering in a highly competitive market is of critical importance. Where Chapter 2 focused on the corporate brand and its importance to strategic marketing, this chapter considers the tactical branding and positioning efforts that impact the success of brands in the market, whether individual products and services, or as part of a portfolio of brands. Positioning is also one of the key elements of the classical strategic marketing process of segmentation, targeting attractive segments, and positioning brands in the targeted segments (see Chapter 5). This chapter builds on Chapter 5 and examines the important role of brands and branding as a key element of the segment positioning process. In the process, you will learn how to enhance brand equity and thus the intangible value of brand on the organization's balance sheet.