Summary The New Positioning
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Author | : BusinessNews Publishing, |
Publisher | : Primento |
Total Pages | : 28 |
Release | : 2014-09-29 |
Genre | : Business & Economics |
ISBN | : 2511016710 |
The must-read summary of Jack Trout and Steve Rivkin's book: "The New Positioning: The Latest on the World's #1 Business Strategy". This complete summary of the ideas from Jack Trout and Steve Rivkin's book "The New Positioning" shows that "positioning" means to concentrate on an idea that defines the company and its products in the minds of consumers, and to avoid the temptation to try and be all things to everybody. In their book, the authors explain that a company that is positioned will select an attribute that appeals to the marketplace and align everything it does behind delivering in that area. Over time, the consumer will begin to mentally associate that company with the attribute whenever that product is mentioned. This summary will teach you how to position your company so that you can gain a strong competitive advantage and be on your way to becoming the top-of-mind brand. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "The New Positioning" and discover the key to positioning your company and gaining an edge in the marketplace.
Author | : Rik Riezebos |
Publisher | : Routledge |
Total Pages | : 209 |
Release | : 2012-03-15 |
Genre | : Business & Economics |
ISBN | : 113662709X |
Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
Author | : Kimberly A. Whitler |
Publisher | : Columbia University Press |
Total Pages | : 327 |
Release | : 2021-09-07 |
Genre | : Business & Economics |
ISBN | : 0231548117 |
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”—understanding the specific techniques and strategies 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 concepts 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 tools 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.
Author | : April Dunford |
Publisher | : |
Total Pages | : 0 |
Release | : 2019-05-14 |
Genre | : Business & Economics |
ISBN | : 9781999023003 |
You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.
Author | : |
Publisher | : |
Total Pages | : 8 |
Release | : 2010 |
Genre | : |
ISBN | : 9781775445180 |
Author | : Al Ries |
Publisher | : McGraw Hill Professional |
Total Pages | : 224 |
Release | : 2001-01-03 |
Genre | : Business & Economics |
ISBN | : 0071705872 |
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there • Position a follower so that it can occupy a niche not claimed by the leader • Avoid letting a second product ride on the coattails of an established one. Positioning also shows you how to: • Use leading ad agency techniques to capture the biggest market share and become a household name • Build your strategy around your competition's weaknesses • Reposition a strong competitor and create a weak spot • Use your present position to its best advantage • Choose the best name for your product • Determine when-and why-less is more • Analyze recent trends that affect your positioning. Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.
Author | : Jack Trout |
Publisher | : McGraw Hill Professional |
Total Pages | : 192 |
Release | : 1997-05-22 |
Genre | : Business & Economics |
ISBN | : 0071369198 |
In the same right-to-the-point, no-nonsense style that was a hallmark of Positioning, this sequel squares off against critical marketing challenges such as how to make sure your message gets through in an era of information overload.
Author | : Al Ries |
Publisher | : Profile Books(GB) |
Total Pages | : 160 |
Release | : 1994 |
Genre | : Marketing |
ISBN | : 9781861976109 |
Ries and Trout share their rules for certain successes in the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace.
Author | : Fabian Geyrhalter |
Publisher | : |
Total Pages | : 122 |
Release | : 2015-12 |
Genre | : Branding (Marketing) |
ISBN | : 9780989646130 |
This book will guide you through the steps necessary to build a brand from the ground up. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.
Author | : Thomas C. Schelling |
Publisher | : Harvard University Press |
Total Pages | : 332 |
Release | : 1980 |
Genre | : History |
ISBN | : 9780674840317 |
Analyzes the nature of international disagreements and conflict resolution in terms of game theory and non-zero-sum games.