THE BIG DIFFERENCE BETWEEN BRAND POSITIONING AND...BRANDING
Most marketers who have worked within more than one company will tell you that there are a number of marketing concepts that all mean the same thing, but are expressed in slightly different terms at different companies. Some of them even sound very much alike - for example, "reason why" and "reason to believe," which many marketers see as the same (support for a brand's benefits). Lately, we've been hearing another two similar-sounding terms, Brand Positioning and Branding, that some marketers use interchangeably. But there is a world of difference in meaning and value between these two terms.
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