Brand Positioning Connecting Marketing Strategy and Communications 1st Edition by Erik Kostelijk, Karel Jan Alsem 0367250195 9780367250195

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Product details:

ISBN 10: 0367250195 

ISBN 13: 9780367250195

Author: Erik Kostelijk, Karel Jan Alsem

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided 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. This 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 communications professionals looking to develop and maintain their company’s brand.

Table of contents:

Part I: Foundations

1 Relevance of brand positioning

1.1 An introduction to brand positioning

1.2 The increasing importance of brand positioning

1.3 The importance of brand positioning according to theory

Summary

2 Essentials of brand positioning

2.1 The brand positioning concept

2.2 Brand positioning and marketing

2.3 The brand positioning process

Summary

Case material for Part I

Part II: The creation of the brand positioning strategy

3 Customer needs and customer values

3.1 An introduction to the needs concept

3.2 Segmentation

3.3 Fulfilment of needs: the means-end chain

3.4 Benefits

3.5 Values and the Value Compass

Summary

4 Brand image and brand values

4.1 An introduction to brand image

4.2 Brand image: a combination of mindshare and heartshare

4.3 Mindshare: measuring brand awareness and brand salience

4.4 Heartshare: measuring brand associations through qualitative research

4.5 Heartshare: measuring brand associations through quantitative research

4.6 Brand preference

4.7 Brand behaviour

Summary

5 Brand identity

5.1 An introduction to brand identity

5.2 Identity and image

5.3 Brand identity is a conviction

5.4 Brand identity motivates action

5.5 Brand identity forces choice

5.6 Brand identity: relevant to all stakeholders

5.7 Brand identity prioritizes

5.8 Brand identity guides brand positioning

Summary

6 Brand positioning: mindshare and heartshare

6.1 An introduction to brand positioning strategy

6.2 Attitude formation and objectives for brand positioning

6.3 Brand positioning: heartshare or mindshare?

6.4 The development of a successful brand positioning strategy

6.5 Brand positioning and the decision-making process

6.6 Defining the brand positioning strategy

Summary

Case material for Part II

Part III: The implementation of the brand positioning strategy

7 Brand positioning and communication

7.1 An introduction to (marketing) communications

7.2 The communications target group

7.3 The communications message

7.4 Communications objectives

7.5 Creation and media

7.6 Communications budget

7.7 Monitoring and evaluation of communications

7.8 Agencies and briefing

Summary

8 Brand positioning and brand architecture

8.1 An introduction to brand architecture

8.2 Levels of branding

8.3 Advantages and disadvantages of the various brand choices

8.4 Recommendations and step-by-step plan

Summary

9 Brand positioning, brand names, and visual design

9.1 An introduction to the choice of a brand name

9.2 Requirements for a brand name

9.3 Types of brand names

9.4 The brand naming process

9.5 Rebranding: changing the brand name

9.6 Visual identity

9.7 Guidelines for visual design

Summary

10 Brand positioning and employees

10.1 Brand positioning and the employees in the organization

10.2 Core values and HRM

10.3 The organization of marketing and communications

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