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Brand Positioning

2020-01-23 Business & Economics
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Release : 2020-01-23
Genre : Business & Economics
Kind : eBook
Book Rating : 063/5 ( reviews)

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Book Synopsis Brand Positioning by : Erik Kostelijk

Download or read book Brand Positioning written by Erik Kostelijk. This book was released on 2020-01-23. Available in PDF, EPUB and Kindle. Book excerpt: Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.

Positioning for Advantage

2021-09-07 Business & Economics
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Release : 2021-09-07
Genre : Business & Economics
Kind : eBook
Book Rating : 117/5 ( reviews)

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Book Synopsis Positioning for Advantage by : Kimberly A. Whitler

Download or read book Positioning for Advantage written by Kimberly A. Whitler. This book was released on 2021-09-07. Available in PDF, EPUB and Kindle. Book excerpt: Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.

Brand Positioning

2005-01-25 Business & Economics
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Release : 2005-01-25
Genre : Business & Economics
Kind : eBook
Book Rating : 593/5 ( reviews)

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Book Synopsis Brand Positioning by : Subroto Sengupta

Download or read book Brand Positioning written by Subroto Sengupta. This book was released on 2005-01-25. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of Brand Positioning helps marketing and advertising professionals differentiate their product and give it a distinct advantage in an overcrowded global market. It explores the concepts and principles involved in developing sound positioning strategy and discusses practical applications,as well as how to: Secure competitive advantage Use celebrity endorsements to market products Establish brand positioning on the Internet And much more!

Obviously Awesome

2019-05-14 Business & Economics
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Release : 2019-05-14
Genre : Business & Economics
Kind : eBook
Book Rating : 003/5 ( reviews)

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Book Synopsis Obviously Awesome by : April Dunford

Download or read book Obviously Awesome written by April Dunford. This book was released on 2019-05-14. Available in PDF, EPUB and Kindle. Book excerpt: You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.

Brand is a Four Letter Word

2012 Business & Economics
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Release : 2012
Genre : Business & Economics
Kind : eBook
Book Rating : 273/5 ( reviews)

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Book Synopsis Brand is a Four Letter Word by : Austin McGhie

Download or read book Brand is a Four Letter Word written by Austin McGhie. This book was released on 2012. Available in PDF, EPUB and Kindle. Book excerpt: In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

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