Positioning the Brand : An Inside-Out Approach Paperback / softback
by Rik (European Institute for Brand Management , the Netherlands) Riezebos, Jaap (InHolland University, the Netherlands) van der Grinten
Paperback / softback
Description
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 manager, and has therefore been shaped as a practical roadmap.
Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology.
This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand.
The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
Information
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Out of stock
- Format:Paperback / softback
- Pages:192 pages, 19 Tables, black and white; 33 Line drawings, black and white; 31 Halftones, black and wh
- Publisher:Taylor & Francis Ltd
- Publication Date:23/11/2011
- Category:
- ISBN:9780415665193
Information
-
Out of stock
- Format:Paperback / softback
- Pages:192 pages, 19 Tables, black and white; 33 Line drawings, black and white; 31 Halftones, black and wh
- Publisher:Taylor & Francis Ltd
- Publication Date:23/11/2011
- Category:
- ISBN:9780415665193
