1.0 Problem Identification, Research, and Decision Making 3
1.1 Key Stakeholder Target 3
1.2 Brand and Product Personality 6
1.3 Competitive Frame 9
2.0 Application and Evaluation 14
2.1 Competitive Consumer Benefit 14
2.2 Message Strategy 15
2.3 Brand Contact Strategy 17
2.4 Future Research 20
3.0 References 21
