Machine generated contents note: 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 conclusions -- Checklist 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.