Positioning the brand : an inside-out approach

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Title:

Author:

Riezebos, H. J., 1960-

ISBN:

9780415665186

9780415665193

9780203802489

Personal Author:

Riezebos, H. J., 1960-

Publication Information:

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

Physical Description:

xv, 191 p. : ill. ; 23 cm.

Contents:

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.

Subject Term:

Product management.

Brand name products.

Branding (Marketing)

Added Author:

Grinten, Jaap van der.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025570413	658.827 R564P 2012	1	Searching... Unknown

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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 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.