3 “You Are Always on My Mind”

Emílio Távora Vilar ()
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Emílio Távora Vilar: University of Lisbon

A chapter in Ten and a Half Lessons in Marketing, 2025, pp 43-56 from Springer

Abstract: Abstract Lesson 3 focuses on positioning, the marketing practice that aims to create a unique and valued image of a brand in the minds of its target audience. PositioningPositioning defines the brand’s concept and communicates its promise. This lesson explores how brands can differentiate themselves from competitors, outlines various positioning models, and discusses methods for monitoring a brand’s position over time. It concludes with perceptual mapping, a tool used to evaluate whether a brand’s positioning aligns with market opportunities or if changes in market conditions necessitate repositioning to maintain a competitive advantage.

Date: 2025
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DOI: 10.1007/978-3-032-09728-6_4

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