Positioning for Advantage : Techniques and Strategies to Grow Brand Value /
Whitler, Kimberly A.
Positioning for Advantage : Techniques and Strategies to Grow Brand Value / Kimberly A. Whitler. - 1 online resource : 69 figures and tables
Frontmatter -- Contents -- Acknowledgments -- Introduction and Organizing Framework -- 1 The Marketing Impact Framework -- Marketing Strategy Tools -- 2 The Positioning Concept -- 3 The Brand Essence Statement -- 4 Strategy Map Types -- Bridging Tools—From Strategy to Implementation -- 5 The Strategic Marketing Plan -- 6 The Creative Brief -- Marketing Plan Tools -- 7 The Marketing Technology Blueprint -- 8 Key Opinion Leader and Influencer Mapping -- 9 Brand Measurement Methods -- Pulling It Together -- 10 Activating Brand Tools through Practice and Implementation -- Notes -- Index
restricted access http://purl.org/coar/access_right/c_16ec
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 that goes beyond marketing theory to bridge the “theory-doing gap”—providing specific tools that can be used to create brands that attain positional advantage in the marketplace.Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate the tools through practice to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.
Mode of access: Internet via World Wide Web.
In English.
9780231548113
10.7312/whit18900 doi
2020056646
Brand name products--Management.
Branding (Marketing)
Branding (Marketing).
Product management.
BUSINESS & ECONOMICS / Advertising & Promotion.
HD69.B7 / W45 2021 HD69.B7 / W45 2021eb
658.827
Positioning for Advantage : Techniques and Strategies to Grow Brand Value / Kimberly A. Whitler. - 1 online resource : 69 figures and tables
Frontmatter -- Contents -- Acknowledgments -- Introduction and Organizing Framework -- 1 The Marketing Impact Framework -- Marketing Strategy Tools -- 2 The Positioning Concept -- 3 The Brand Essence Statement -- 4 Strategy Map Types -- Bridging Tools—From Strategy to Implementation -- 5 The Strategic Marketing Plan -- 6 The Creative Brief -- Marketing Plan Tools -- 7 The Marketing Technology Blueprint -- 8 Key Opinion Leader and Influencer Mapping -- 9 Brand Measurement Methods -- Pulling It Together -- 10 Activating Brand Tools through Practice and Implementation -- Notes -- Index
restricted access http://purl.org/coar/access_right/c_16ec
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 that goes beyond marketing theory to bridge the “theory-doing gap”—providing specific tools that can be used to create brands that attain positional advantage in the marketplace.Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate the tools through practice to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.
Mode of access: Internet via World Wide Web.
In English.
9780231548113
10.7312/whit18900 doi
2020056646
Brand name products--Management.
Branding (Marketing)
Branding (Marketing).
Product management.
BUSINESS & ECONOMICS / Advertising & Promotion.
HD69.B7 / W45 2021 HD69.B7 / W45 2021eb
658.827