UID:
almahu_9949383284602882
Umfang:
1 online resource (vii, 254 pages)
ISBN:
9780429285820
,
0429285825
,
9781000025064
,
1000025063
,
9781000024944
,
1000024946
,
9781000025002
,
1000025004
,
9780367250119
,
036725011X
,
9780367250195
,
0367250195
Inhalt:
"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. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity, brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. Online resources to aid leaning include an instructor's manual, test bank with case material and multiple-choice questions, and PowerPoint slides"--
Anmerkung:
Part I: Foundations 1. Relevance of Brand Positioning. -- 2. Essentials of Brand Positioning. -- 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.
Weitere Ausg.:
Print version: Kostelijk, Erik. Brand positioning. New York : Routledge, 2020 ISBN 9780367250119
Sprache:
Englisch
DOI:
10.4324/9780429285820
URL:
https://www.taylorfrancis.com/books/9780429285820
