Module Note | October 2005 (Revised March 2006)

Rethinking Positioning

by Youngme E. Moon


Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy.

Keywords: Product Positioning; Brands and Branding; Marketing;


Moon, Youngme E. "Rethinking Positioning." Harvard Business School Module Note 506-025, October 2005. (Revised March 2006.)