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The concept draws from two main theoretical foundations: marketing theory and self-presentation behaviors. Marketing-based definitions frame personal branding using terms such as “product,” “added value,” and “promise”, [ 2 ] [ 3 ] likening it to the branding of products and focusing on differentiation and market positioning.
The Oxford English Dictionary (OED) is the principal historical dictionary of the English language, published by Oxford University Press (OUP), a University of Oxford publishing house. The dictionary, which published its first edition in 1884, traces the historical development of the English language, providing a comprehensive resource to ...
Steve Jobs's marketing skills have been credited for reviving Apple Inc. and turning it into one of the most valuable brands. [1] [2] Marketing is the act of satisfying and retaining customers. [3] It is one of the primary components of business management and commerce. [4] Marketing is typically conducted by the seller, typically a retailer or ...
A prosumer is an individual who both consumes and produces.The term is a portmanteau of the words producer and consumer.Research has identified six types of prosumers: DIY prosumers, self-service prosumers, customizing prosumers, collaborative prosumers, monetised prosumers, and economic prosumers.
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The precise origins of the positioning concept are unclear. Cano (2003), Schwartzkopf (2008), and others have argued that the concepts of market segmentation and positioning were central to the tacit knowledge that informed brand advertising from the 1920s, but did not become codified in marketing textbooks and journal articles until the 1950s and 60s.
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Frequently, the product is no different from what else is on the market, except a brand name marking. Brand is product identity. There is a difference between brand extension and line extension. A line extension is when a current brand name is used to enter a new market segment in the existing product class, with new varieties or flavors or sizes.