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Push promotions make use of a company's B2B marketing (sales force, trade promotion and pricing). The producer "pushes" the offering on to retailers, who then "push" the offering on to consumers.
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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