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Positioning the Brand

Rik Riezebos | Jaap van der Grinten
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A01=Jaap van der Grinten
A01=Rik Riezebos
Alfa Romeo
AMS Source
Author_Jaap van der Grinten
Author_Rik Riezebos
Brand Architecture
Brand Essence
Brand Identity
Brand Management
Brand Portfolio
Brand Positioning
Brand Positioning Strategy
Brand Product
brand strategy development
Category=KJC
Category=KJS
competitive landscape assessment
Corporate Ability
Corporate Brand
Corporate Branding
corporate identity analysis
Durable Consumer Goods
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Flagship Product
Identity Management
Image Management
Innocent Drinks
internal brand alignment process
Market Positioning
Marketing Communications
marketing practitioner guide
Means End Analyses
Means End Chain
Memory Node
organisational communication theory
Organizational Behaviour
Pop
Positioning
Product Explosion
Product Positioning
Prototypical Positioning
SHELL PURA
Strategic Management
Strategic Marketing
Strategic Marketing Management
target audience segmentation
Target Group Analysis
Tv Ad
Tv Production Company
Van Der Grinten
Vincent Van Gogh
Young Man

Product details

  • ISBN 9780415665193
  • Weight: 380g
  • Dimensions: 138 x 216mm
  • Publication Date: 23 Nov 2011
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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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.
About Jaap van der Grinten | Rik Riezebos
Rik Riezebos is the Managing Director of EURIB/European Institute for Brand Management, the Netherlands, and is the Managing Consultant of Brand Capital, the Netherlands. Jaap van der Grinten is Lecturer and Research Fellow at Inholland University, the Netherlands.

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