1. Crafting Brand Positioning

2. All Marketing Strategy is built on STP What is positioning? Customer focused value proposition- a strong reason to buy product

3. Point of Parity Category point of parity for category identification

5. Point of Parity Competitive point of parity

6. Point of Difference

7. Term Paper Need benefit analysis

8. Choosing POD Relevance Distinctiveness – close up v pepsodent Believability Feasibility Communicability Sustainable ((aromatic Halal Soap)

9. Differentiation Strategy Personnel Differentiation Channel Differentiation (joita Program by Unilver) Image Differentiation