Positioning for Advantage - Techniques and Strategies to Grow Brand Value

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.

Sommario

Acknowledgments
Introduction and Organizing Framework
1. The Marketing Impact Framework
Marketing Strategy Tools
2. The Positioning Concept
3. The Brand Essence Statement
4. Strategy Mapping Methods
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 the Tools through Practice and Implementation
Notes
Index

Info autore

Kimberly A. Whitler is the Frank M. Sands Sr. Associate Professor of Business Administration at the University of Virginia’s Darden School of Business. She has published in Harvard Business Review, Sloan Management Review, and a number of academic journals. She is a senior contributor to Forbes, having published more than 350 articles. She previously worked for companies including Procter & Gamble, Aurora Foods, David’s Bridal, and PETsMART, holding positions such as general manager and chief marketing officer.

Riassunto

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.

Testo aggiuntivo

It is smart to follow Whitler's guidance, regardless of business type.

Dettagli sul prodotto

• Autori: Kimberly A. Whitler, Professor Kimberly A. Whitler
• Editore: Columbia University Press
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 30.04.2021
• EAN: 9780231189002
• ISBN: 978-0-231-18900-2
• Pagine: 264
• Categorie: Scienze sociali, diritto, economia > Economia > Management; BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Advertising & Promotion, DESIGN / Graphic Arts / Branding & Logo Design, BUSINESS & ECONOMICS / Marketing / Industrial, business strategy, Sales & marketing, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Brands and branding, Business; strategic planning; branding; graphic design