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 Negative promise

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 Vision statements are often combined with the mission statement
 Vision statements are often designed to be memorable, one-line statements
 Vision statements reflect an organization's strategic intent

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 Psychographics
 Behavioral
 Geographic

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 Building brand mission


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 Jean-Noel Kapferer
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 Philip Kotler
 Geoffrey Randall

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 Select the potential target markets C. Understanding customer¶s needs

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 Memorable
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 Brand value
 Brand mission
 Brand vision
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 The positioning era

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 Customers believe about our competitors
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 Customer¶s response about the products

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 Three to six years
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    x Value statement

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D. Service inseparability