Positioning the brand: an inside-out approach
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Routledge
2012
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XV, 191 S. Ill., graph. Darst. |
| ISBN: | 9780415665186 9780415665193 |
Staff View
MARC
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| 245 | 1 | 0 | |a Positioning the brand |b an inside-out approach |c Rik Riezebos and Jaap van der Grinten |
| 264 | 1 | |a London [u.a.] |b Routledge |c 2012 | |
| 300 | |a XV, 191 S. |b Ill., graph. Darst. | ||
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Record in the Search Index
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|---|---|
| adam_text | IMAGE 1
CONTENTS
ABOUT THE AUTHORS VII
POSITIONING ROADMAP IX
PREFACE XI
ACKNOWLEDGEMENTS XIII
CREDITS XIV
1 INTRODUCTION 1
1.1 WHY POSITION A BRAND? 1
1.2 FROM PRODUCT TO BRAND 6
1.3 WHAT IS POSITIONING? 9
1.4 ROADMAP 13
2 CORPORATE IDENTITY (STEP 1) 18
2.1 INTRODUCTION 19
2.2 HISTORY 21
2.3 BUSINESS ORIENTATION 23
2.4 CORE COMPETENCIES 30
2.5 VISION AND MISSION 36
2.6 CULTURE * 41
2.7 CORPORATE AND CUSTOMER VALUES 46
3 BRAND ARCHITECTURE (STEP 2) 51
3.1 THE THREE BRANCHES OF BRAND ARCHITECTURE 52
3.2 BRAND-NAME STRATEGY 53
3.3 BRAND PORTFOLIO 59
IMAGE 2
VL CONTENTS
3.4 SUB-BRANDING 68
3.5 BRAND ARCHITECTURE CONCLUSIONS 69
CHECKLIST 1: SUMMARY OF THE INTERNAL ANALYSIS 71
4 TARGET GROUP ANALYSIS (STEP 3) 75
4.1 MIND MANAGEMENT 76
4.2 MEANS-END ANALYSIS 87
4.3 CONCLUSIONS OF TARGET GROUP ANALYSIS 97
5 COMPETITOR ANALYSIS (STEP 4) 99
5.1 COMPETITION ENVIRONMENT 100
5.2 FOURTEEN POSITIONING APPROACHES 102
5.3 MARKET EXPLORATION IN TERMS OF POSITIONINGS 108
CHECKLIST 2: SUMMARY OF THE EXTERNAL ANALYSIS 127
6 CHOOSING A MARKET POSITION (STEP 5) 133
6.1 REASONS FOR REPOSITIONING 133
6.2 POSITIONING CHOICE 137
6.3 COMMUNICATIVE REALIZATION 151
6.4 CLOSING REMARKS 165
APPENDIX A: BRAND KEY MODEL 168
APPENDIX B: COMPREHENSIVE LIST OF VALUES 173
BIBLIOGRAPHY 177
INDEX * 181
BRAND NAME INDEX 188
|
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| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-10T00:10:57Z |
| institution | BVB |
| isbn | 9780415665186 9780415665193 |
| language | English |
| lccn | 2011013949 |
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| physical | XV, 191 S. Ill., graph. Darst. |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
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| spelling | Riezebos, Hendrik Jan 1960- Verfasser (DE-588)173059872 aut Positioning the brand an inside-out approach Rik Riezebos and Jaap van der Grinten London [u.a.] Routledge 2012 XV, 191 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Product management Brand name products Branding (Marketing) Positionierung Marketing (DE-588)4503311-0 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Positionierung Marketing (DE-588)4503311-0 s DE-188 Grinten, Jaap van der 1968- Verfasser (DE-588)1017906017 aut Erscheint auch als Online-Ausgabe 978-0-203-80248-9 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024625828&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Riezebos, Hendrik Jan 1960- Grinten, Jaap van der 1968- Positioning the brand an inside-out approach Product management Brand name products Branding (Marketing) Positionierung Marketing (DE-588)4503311-0 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4503311-0 (DE-588)4144679-3 |
| title | Positioning the brand an inside-out approach |
| title_auth | Positioning the brand an inside-out approach |
| title_exact_search | Positioning the brand an inside-out approach |
| title_full | Positioning the brand an inside-out approach Rik Riezebos and Jaap van der Grinten |
| title_fullStr | Positioning the brand an inside-out approach Rik Riezebos and Jaap van der Grinten |
| title_full_unstemmed | Positioning the brand an inside-out approach Rik Riezebos and Jaap van der Grinten |
| title_short | Positioning the brand |
| title_sort | positioning the brand an inside out approach |
| title_sub | an inside-out approach |
| topic | Product management Brand name products Branding (Marketing) Positionierung Marketing (DE-588)4503311-0 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Product management Brand name products Branding (Marketing) Positionierung Marketing Markenpolitik |
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