Brand Positioning

Connecting Marketing Strategy and Communications

By: Erik Kostelijk, Karel Jan Alsem

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Hardcover | 13 February 2020 | Edition Number 1

At a Glance

Hardcover
264 Pages

Dimensions(cm)
24.6 x 17.4 x 1.6

Hardcover

RRP $326.00

$280.99

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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 and 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, 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.

Online resources to aid leaning include an instructor's manual, test bank with case material and multiple-choice questions, and PowerPoint slides.

Industry Reviews

"Karel Jan Alsem and Erik Kostelijk make an admirable attempt to clarify the subject of brand positioning. They have succeeded, without falling into the currently loved usage of simplistic language.... A must for every marketer who wants to delve deeply into the topic of brand positioning." - Max Kohnstamm, jury member of 'The Best Dutch Marketing Book of the Year'

"A helpful book for students in higher education. Brand Positioning combines many practical guidelines with a selection of state-of-the-art theory about branding and positioning. Combined with the many cases it contributes, this book helps students to understand and evaluate branding and positioning in an approachable way." - Bernice Spijker, Marketing Lecturer at Hanzehogeschool (University of Applied Sciences), Netherlands

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