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It carries the company or product name into the market and shows how its positioning itself to compete.' A brand strategy is a tool used by companies to give buyers a reason to buy their particular product as opposed to other companies. In Baker 2000, p.24, Porter concludes that ?Strategy is making trade-offs in competing. The essence of strategy is choosing what not to do.' Types of brand strategy include targeting, positioning, pricing, marketing communications (advertising and direct marketing), media allocation and customer services. Brand strategy is based around differentiation and added value...
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