Positioning the brand : an inside-out approach / Rik Riezebos and Jaap van der Grinten.

Format:

Book

Author/Creator:

Riezebos, H. J., 1960-

Contributor:

Grinten, Jaap van der.

Language:

English

Subjects (All):

Product management.

Brand name products.

Branding (Marketing).

Physical Description:

1 online resource (206 p.)

Edition:

1st ed.

Place of Publication:

Abingdon, Oxon ; New York, NY : Routledge, 2012.

Language Note:

English

Summary:

Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand.Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manag

Contents:

Front Cover; Positioning The Brand; Copyright Page; Contents; About the authors; Positioning Roadmap; Preface; Acknowledgements; Credits; 1. Introduction; 1.1 Why position a brand?; 1.2 From product to brand; 1.3 What is positioning?; 1.4 Roadmap; 2. Corporate Identity (Step 1); 2.1 Introduction; 2.2 History; 2.3 Business orientation; 2.4 Core competencies; 2.5 Vision and mission; 2.6 Culture; 2.7 Corporate and customer values; 3. Brand Architecture (Step 2); 3.1 The three branches of brand architecture; 3.2 Brand-name strategy; 3.3 Brand portfolio; 3.4 Sub-branding

3.5 Brand architecture conclusionsChecklist 1: Summary of the internal analysis; 4. Target Group Analysis (Step 3); 4.1 Mind management; 4.2 Means-end analysis; 4.3 Conclusions of target group analysis; 5. Competitor Analysis (Step 4); 5.1 Competition environment; 5.2 Fourteen positioning approaches; 5.3 Market exploration in terms of positionings; Checklist 2: Summary of the external analysis; 6. Choosing a Market Position (Step 5); 6.1 Reasons for repositioning; 6.2 Positioning choice; 6.3 Communicative realization; 6.4 Closing remarks; Appendix A: Brand Key Model

Appendix B: Comprehensive list of valuesBibliography; Index; Brand Name Index

Notes:

Description based upon print version of record.

Includes bibliographical references (p. [177]-180) and index.

Description based on metadata supplied by the publisher and other sources.

ISBN:

1-136-62709-X

1-136-62710-3

0-203-80248-9

9780203802489

OCLC:

798533482