Strategic Brand Positioning to Increase Value
Georgetown Institute for Consumer Research
Paharia, N., Avery, J., & Keinan, A. (2013). Strategic Positioning to Increase Value. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707502.
When consumers perceive imbalanced competition (e.g. a national chain retailer opening a new location across the street from a mom-and-pop shop), they make decisions "politically" to support the brand they would like to see win. Continue reading to learn more about how small brands can position themselves to take advantage of this.
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