Verwandte Artikel zu Positioning the Brand: An Inside-Out Approach

Positioning the Brand: An Inside-Out Approach - Softcover

Riezebos, Rik

 
9780415665193: Positioning the Brand: An Inside-Out Approach
Softcover
ISBN 10: 0415665191 ISBN 13: 9780415665193
Verlag: Routledge, 2011

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

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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Verlag
Routledge
Erscheinungsdatum
2011
Sprache
Englisch
ISBN 10 
0415665191
ISBN 13 
9780415665193
Einband
Taschenbuch
Anzahl der Seiten
208
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