Who Says You Need Research to Position a Brand?

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Abstract
There can be no doubt of the need for strategically positioning a brand prior to the preparation of advertising and for conducting research to help in the formulation of that strategy. But the real issues are not that these should be done, but rather how they should be done. Basically, hard data, based on research from representative samples of the market universe, should be used to answer both explicitly and precisely each of four key issues involving the competitor milieu, sources of business, market target, and buying incentives. Done properly, the probability of creating more effective advertising is enhanced.

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