Positioning for Advantage : : Techniques and Strategies to Grow Brand Value / / Kimberly A. Whitler.
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 go...
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Place / Publishing House: | New York, NY : : Columbia University Press, , [2021] ©2021 |
Year of Publication: | 2021 |
Language: | English |
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Physical Description: | 1 online resource :; 69 figures and tables |
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Whitler, Kimberly A., author. aut http://id.loc.gov/vocabulary/relators/aut Positioning for Advantage : Techniques and Strategies to Grow Brand Value / Kimberly A. Whitler. New York, NY : Columbia University Press, [2021] ©2021 1 online resource : 69 figures and tables text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Frontmatter -- Contents -- Acknowledgments -- Introduction and Organizing Framework -- 1 The Marketing Impact Framework -- Marketing Strategy Tools -- 2 The Positioning Concept -- 3 The Brand Essence Statement -- 4 Strategy Map Types -- 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 Brand Tools through Practice and Implementation -- Notes -- Index restricted access http://purl.org/coar/access_right/c_16ec online access with authorization star 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”—providing specific tools 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 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 the tools through practice 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. Mode of access: Internet via World Wide Web. In English. Description based on online resource; title from PDF title page (publisher's Web site, viewed 01. Dez 2022) Brand name products Management. Branding (Marketing) Branding (Marketing). Product management. BUSINESS & ECONOMICS / Advertising & Promotion. bisacsh Title is part of eBook package: De Gruyter Columbia University Press Complete eBook-Package 2021 9783110739077 Title is part of eBook package: De Gruyter EBOOK PACKAGE Business and Economics 2021 English 9783110754049 Title is part of eBook package: De Gruyter EBOOK PACKAGE COMPLETE 2021 English 9783110754001 Title is part of eBook package: De Gruyter EBOOK PACKAGE COMPLETE 2021 9783110753776 ZDB-23-DGG Title is part of eBook package: De Gruyter EBOOK PACKAGE Economics 2021 9783110753820 ZDB-23-DBV https://doi.org/10.7312/whit18900 https://www.degruyter.com/isbn/9780231548113 Cover https://www.degruyter.com/document/cover/isbn/9780231548113/original |
language |
English |
format |
eBook |
author |
Whitler, Kimberly A., Whitler, Kimberly A., |
spellingShingle |
Whitler, Kimberly A., Whitler, Kimberly A., Positioning for Advantage : Techniques and Strategies to Grow Brand Value / Frontmatter -- Contents -- Acknowledgments -- Introduction and Organizing Framework -- 1 The Marketing Impact Framework -- Marketing Strategy Tools -- 2 The Positioning Concept -- 3 The Brand Essence Statement -- 4 Strategy Map Types -- 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 Brand Tools through Practice and Implementation -- Notes -- Index |
author_facet |
Whitler, Kimberly A., Whitler, Kimberly A., |
author_variant |
k a w ka kaw k a w ka kaw |
author_role |
VerfasserIn VerfasserIn |
author_sort |
Whitler, Kimberly A., |
title |
Positioning for Advantage : Techniques and Strategies to Grow Brand Value / |
title_sub |
Techniques and Strategies to Grow Brand Value / |
title_full |
Positioning for Advantage : Techniques and Strategies to Grow Brand Value / Kimberly A. Whitler. |
title_fullStr |
Positioning for Advantage : Techniques and Strategies to Grow Brand Value / Kimberly A. Whitler. |
title_full_unstemmed |
Positioning for Advantage : Techniques and Strategies to Grow Brand Value / Kimberly A. Whitler. |
title_auth |
Positioning for Advantage : Techniques and Strategies to Grow Brand Value / |
title_alt |
Frontmatter -- Contents -- Acknowledgments -- Introduction and Organizing Framework -- 1 The Marketing Impact Framework -- Marketing Strategy Tools -- 2 The Positioning Concept -- 3 The Brand Essence Statement -- 4 Strategy Map Types -- 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 Brand Tools through Practice and Implementation -- Notes -- Index |
title_new |
Positioning for Advantage : |
title_sort |
positioning for advantage : techniques and strategies to grow brand value / |
publisher |
Columbia University Press, |
publishDate |
2021 |
physical |
1 online resource : 69 figures and tables |
contents |
Frontmatter -- Contents -- Acknowledgments -- Introduction and Organizing Framework -- 1 The Marketing Impact Framework -- Marketing Strategy Tools -- 2 The Positioning Concept -- 3 The Brand Essence Statement -- 4 Strategy Map Types -- 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 Brand Tools through Practice and Implementation -- Notes -- Index |
isbn |
9780231548113 9783110739077 9783110754049 9783110754001 9783110753776 9783110753820 |
callnumber-first |
H - Social Science |
callnumber-subject |
HD - Industries, Land Use, Labor |
callnumber-label |
HD69 |
callnumber-sort |
HD 269 B7 W45 42021 |
url |
https://doi.org/10.7312/whit18900 https://www.degruyter.com/isbn/9780231548113 https://www.degruyter.com/document/cover/isbn/9780231548113/original |
illustrated |
Not Illustrated |
dewey-hundreds |
600 - Technology |
dewey-tens |
650 - Management & public relations |
dewey-ones |
658 - General management |
dewey-full |
658.827 |
dewey-sort |
3658.827 |
dewey-raw |
658.827 |
dewey-search |
658.827 |
doi_str_mv |
10.7312/whit18900 |
oclc_num |
1162414893 |
work_keys_str_mv |
AT whitlerkimberlya positioningforadvantagetechniquesandstrategiestogrowbrandvalue |
status_str |
n |
ids_txt_mv |
(DE-B1597)566458 (OCoLC)1162414893 |
carrierType_str_mv |
cr |
hierarchy_parent_title |
Title is part of eBook package: De Gruyter Columbia University Press Complete eBook-Package 2021 Title is part of eBook package: De Gruyter EBOOK PACKAGE Business and Economics 2021 English Title is part of eBook package: De Gruyter EBOOK PACKAGE COMPLETE 2021 English Title is part of eBook package: De Gruyter EBOOK PACKAGE COMPLETE 2021 Title is part of eBook package: De Gruyter EBOOK PACKAGE Economics 2021 |
is_hierarchy_title |
Positioning for Advantage : Techniques and Strategies to Grow Brand Value / |
container_title |
Title is part of eBook package: De Gruyter Columbia University Press Complete eBook-Package 2021 |
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1806143059374637056 |
fullrecord |
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