Brand Positioning and Value Propositions

Gary L. Frazier ()

Chapter 4 in Marketing and Channel Management for Low Brand Equity Firms, 2026, pp 53-66 from Springer

Abstract: Abstract This chapter describes in detail what brand positioning and value propositions entail. Targeted customers must understand each of them to progress toward purchasing the firm’s branded products and services. Critically, firms with low brand equity must center brand positioning and value propositions on the needs and pain points of their targeted customers. Additionally, to help ensure continued financial success, these firms should attempt to develop lifestyle brands.

Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-032-19112-0_4

Ordering information: This item can be ordered from
http://www.springer.com/9783032191120

DOI: 10.1007/978-3-032-19112-0_4

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().