... misaligned from the global positioning of the brand, and how the brand responded to this. 3) Write a positioning statement. One important exercise that students could be asked to do is write a positioning statement and become more familiar with concepts such as point-of-parity (POP), point-of-difference (POD...

... or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. Marketing Positioning Multi-level Branding Targeting Positioning Statement Deodorant; Anti-Perspirant Ask critical questions when considering...