The Resource Positioning the Brand : an Inside-Out Approach

Positioning the Brand : an Inside-Out Approach

Label
Positioning the Brand : an Inside-Out Approach
Title
Positioning the Brand
Title remainder
an Inside-Out Approach
Creator
Contributor
Language
eng
Summary
This innovative short text provides an in-depth, step-by-step description of all that an aspiring brand manager needs to know, in order to maximise the potential of their brands
Cataloging source
AU@
Dewey number
  • 658.8/27
  • 658.827
Index
no index present
LC call number
HF5415.15 .R544 2011
Literary form
non fiction
Nature of contents
dictionaries
Label
Positioning the Brand : an Inside-Out Approach
Publication
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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
Control code
ocn880881094
Dimensions
unknown
Extent
1 online resource (206 pages)
Form of item
online
Isbn
9780203802489
Media category
computer
Media MARC source
rdamedia
Media type code
c
http://library.link/vocab/recordID
.b26763205
Specific material designation
remote
System control number
  • (OCoLC)880881094
  • pebcl0203802489

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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