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Brand Positioning Framework

Manfred Eberlein, Ipsos Healthcare, in Ipsos Whitepaper, 06/2012

Why a Framework? More than 30 years after Trout and Reis published their seminal work on positioning; this important concept has become a bedrock of marketing thinking across virtually all industries. Dedicated to the pursuit of blockbusters and wedded to the notion that physicians and medical practices are guided by purely rational decision-making, the pharmaceutical industry was relatively slow to embrace the positioning concept.