Higher market share higher revenues lower production costs

higher profits
Segment target sell increase loyality put premium price
share of wallet profit - & cross selling
Value or Experience or Trust
Market driven principles :1. Know your markets
2. Customer has the final say
i) Operational factors
ii) Style factors
iii) Need satisfying
3. Be the first mover exceling in 1 of the three and good
enough in 2 of them.

STP

positioning
TG
Frame of reference
POD

Brand mantra brand functions, emotional & descriptive modifier

Product centric approach