Whitler Positioning for Advantage

Techniques and Strategies to Grow Brand Value
1. Auflage 2021
ISBN: 978-0-231-54811-3
Verlag: De Gruyter
Format: EPUB
Kopierschutz: 6 - ePub Watermark

E-Book, Englisch, 288 Seiten

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”—understanding the specific techniques and strategies 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 concepts 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 tools 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.

Autoren/Hrsg.

Whitler, Kimberly A.

Fachgebiete

• Geisteswissenschaften Design Typographie, Illustrationskunst, Werbegraphik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Acknowledgments
Introduction and Organizing Framework
1. The Marketing Impact Framework
Marketing Strategy Tools
2. The Positioning Concept
3. The Brand Essence Statement
4. Strategy Mapping Methods
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 the Tools through Practice and Implementation
Notes
Index

Über Autor(innen)

Kimberly A. Whitler is an assistant professor at the University of Virginia’s Darden School of Business. She is a senior contributor to Forbes and has published in Harvard Business Review, Sloan Management Review, and a number of academic journals. She previously worked for companies including Procter and Gamble, Aurora Foods, David’s Bridal, and PETsMART, holding positions such as general manager and chief marketing officer.