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Positioning the Brand : an Inside-out Approach.
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 orga...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor & Francis,
2011.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Front Cover; Positioning The Brand; Copyright Page; Contents; About the authors; Positioning Roadmap; Preface; Acknowledgements; Credits; 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 conclusionsChecklist 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; Appendix A: Brand Key Model.
- Appendix B: Comprehensive list of valuesBibliography; Index; Brand Name Index.