题目内容
Brand mantras are typically designed to capture the brand's points-of-parity, that is, what is unique about the brand.
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Brand storytelling is a less-structured approach to brand positioning.
Cultural branding is essential for small firms, but ineffective for large companies.
While creating a loyal brand community is useful for large companies, it is not cost-effective for small firms.
With the help of an example, explain straddle positioning(跨越式定位).
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