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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Superior document:Title is part of eBook package: De Gruyter Columbia University Press Complete eBook-Package 2021
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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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id 9780231548113
lccn 2020056646
ctrlnum (DE-B1597)566458
(OCoLC)1162414893
collection bib_alma
record_format marc
spelling 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
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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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