Positioning for advantage : techniques and strategies to grow brand value / Kimberly A Whitler.

Format:

Book

Author/Creator:

Whitler, Kimberly A., author.

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Product management.

Physical Description:

1 online resource (265 pages) : illustrations

Place of Publication:

New York, New York : Columbia University Press, [2021]

Summary:

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.

Contents:

Intro

Table of Contents

Acknowledgments

Introduction and Organizing Framework

1. The Marketing Impact Framework

Marketing Strategy Tools

2. The Positioning Concept

3. The Brand Essence Statement

4. Strategy Mapping Methods

Bridging Tools-From Strategy to Implementation

5. The Strategic Marketing Plan

6. The Creative Brief

Marketing Plan Tools

7. The Marketing Technology Blueprint

8. Key Opinion Leader and Influencer Mapping

9. Brand Measurement Methods

Pulling It Together

10. Activating the Tools through Practice and Implementation

Notes

Index.

Notes:

Includes index.

Description based on print version record.

ISBN:

9780231548113

0231548117

OCLC:

1162414893