Premium Chocolatier’s Positioning Strategy is About Emotion and Not Price

Godiva Rides in a New Direction (New York Times)Higher-end products don’t always suffer during a recession.  Some do fine as their key target market often remains relatively unaffected by a slowing economy.  One example is Godiva.  Positioned as a higher-end chocolate brand, Godiva is launching a new promotional campaign that makes no mention of price or the popular “value” proposition that many products now promote.  Instead, Godiva positions itselRead More…

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