Brand Positioning by Product User

Nike Air Jordan 5 Retro 136027-004-11.5Another positioning approach is to associate a product with a user or a class of users. Michael Jordan, for example, was used by Nike. Many cosmetic companies have used a model or personality to position their product. The expectation is that the model or personality will influence the product’s image by reflecting the characteristics and image of the model or personality communicated as a product user.

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