Positioning the Brand An Inside-Out Approach

Positioning the Brand
  • Engels
  • Paperback
  • 9780415665193
  • Druk: 1
  • november 2011
  • 192 pagina's
Alle productspecificaties

Samenvatting

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.

Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Paperback
Druk
1
Verschijningsdatum
november 2011
Afmetingen
21,5 x 13,9 x 1,9 cm
Aantal pagina's
192 pagina's
Illustraties
Nee

EAN

EAN
9780415665193

Overige kenmerken

Extra groot lettertype
Nee
Gewicht
1 g
Verpakking breedte
139 mm
Verpakking hoogte
17 mm
Verpakking lengte
219 mm

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Categorieën
Taal
Engels
Boek, ebook of luisterboek?
Boek
Aanraders
Bestbeoordeeld
5.0
van de 5
Aantal reviews: 2
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2
  • Accessible study book
    • Toegankelijk
    • Inspirerend
    • Praktisch toepasbaar
    • Heldere uitleg
    • Verrassend
    Toon alle punten Toon alleen de eerste 3 punten

    Surely a book worth having on your desk every time you have a question related to understanding a brand's functionality. An accessible and easy to read book, good translation as well as interpretation from Dutch to English, literature followed by examples and a whole new approach. Most branding books fail to keep the speed with the changing society while this book has been written for the students to understand and apply theories on today's evolved brands. Great literature in preparing the thesis in branding and finally a study book I do not regret buying.

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    2 0 Ongepaste review?
  • A must have!

    This book is a must have for anyone seeking to gain extensive knowledge on branding from a fresh perspective. Most literature on branding focuses on the outside-in approach while this book does the opposite, while still considering the other approach. This book covers everything there is to know about positioning a brand in an easy to understand manner. I often found myself referring back to the book on many of my assignments as well as to gain general knowledge. It is great that there is a book as engaging as its topic.

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    2 0 Ongepaste review?
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