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What is Converting Commodity to Brand Strategy about?

1) To convert a commodity into a brand, it must be defined across several key dimensions including its central organizing thought, slogan, personality, values, appearance, and emotional and hard benefits. 2) A commodity product business must conduct customer, competitive, internal, and environmental analyses to develop a competitive strategy and position the brand. 3) Key decisions around branding a commodity include pricing strategy, defining the brand identity and positioning, and crafting the brand

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