{"product_id":"brand-positioning-9780367250195","title":"Brand Positioning","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cem\u003eBrand Positioning\u003c\/em\u003e is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brandâs positioning strategy.\u003c\/p\u003e\u003cp\u003eDivided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises.\u003c\/p\u003e\u003cp\u003eThis textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communication\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"Karel Jan Alsem and Erik Kostelijk make an admirable attempt to clarify the subject of brand positioning. They have succeeded, without falling into the currently loved usage of simplistic language.… A must for every marketer who wants to delve deeply into the topic of brand positioning.\"\u003c\/strong\u003e — \u003ci\u003eMax Kohnstamm, jury member of ‘The Best Dutch Marketing Book of the Year’\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"A helpful book for students in higher education. \u003cem\u003eBrand Positioning\u003c\/em\u003e combines many practical guidelines with a selection of state-of-the-art theory about branding and positioning. Combined with the many cases it contributes, this book helps students to understand and evaluate branding and positioning in an approachable way.\" \u003c\/strong\u003e— \u003cem\u003eBernice Spijker, Marketing Lecturer at Hanzehogeschool (University of Applied Sciences), Netherlands\u003c\/em\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003ePart I: Foundations\u003c\/strong\u003e 1. Relevance of Brand Positioning 2. Essentials of Brand Postioning \u003cstrong\u003ePart II: The Creation of the Brand Positioning Strategy\u003c\/strong\u003e 3. Customer Needs and Customer Values 4. Brand Image and Brand Values 5. Brand Identity 6. Brand Positioning: Mindshare and Heartshare \u003cstrong\u003ePart III: The Implementation of the Brand Positioning Strategy\u003c\/strong\u003e 7. Brand Positioning and Communication 8. Brand Positioning and Brand Architecture 9. Brand Positioning, Brand Names, and Visual Design 10. Brand Positioning and Employees\u003c\/p\u003e","brand":"Taylor \u0026 Francis","offers":[{"title":"Default Title","offer_id":51017857859927,"sku":"9780367250195","price":37.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780367250195.jpg?v=1750774906","url":"https:\/\/bookcurl.com\/products\/brand-positioning-9780367250195","provider":"Book Curl","version":"1.0","type":"link"}