Positioning for advantage techniques and strategies to grow brand value /

"Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive-that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training t...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Whitler, Kimberly A. (Author)
Format: Electronic eBook
Language:Inglés
Published: New York : Columbia University Press, [2021]
Subjects:
Brand name products > Management.
Branding (Marketing)
Product management.
Produits de marque > Gestion.
Stratégie de marque.
Produits commerciaux > Gestion.
branding.
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Advertising & Promotion
Business
Online Access:Texto completo
Table of Contents:
  • Introduction and Organizing Framework
  • The Marketing Impact Framework
  • The Positioning Concept
  • The Brand Essence Statement
  • Strategy Mapping Methods
  • The Strategic Marketing Plan
  • The Creative Brief
  • The Marketing Technology Blueprint
  • Key Opinion Leader and Influencer Mapping
  • Brand Measurement Methods
  • Activating the Tools through Practice and Implementation.

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