Brand Positioning: Connecting Marketing Strategy and Communications

ISBN-13: 9780367250119 / Angielski / Twarda / 2020 / 254 str.

Erik Kostelijk; Karel Jan Alsem

Opis

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 and strategy. The book works step-by-step through the creation of an effective marketing strategy.

Spis treści

Part I: Foundations  1. Relevance of Brand Positioning  2. Essentials of Brand Postioning  Part II: The Creation of the Brand Positioning Strategy  3. Customer Needs and Customer Values  4. Brand Image and Brand Values  5. Brand Identity  6. Brand Positioning: Mindshare and Heartshare  Part III: The Implementation of the Brand Positioning Strategy  7. Brand Positioning and Communication  8. Brand Positioning and Brand Architecture  9. Brand Positioning, Brand Names, and Visual Design  10. Brand Positioning and Employees