Brand Positioning

"Karel Jan Alsem and Erik Kostelijk make an admirable attempt to clarity the subject o 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), the Netherlands

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