Positioning the Brand: An Inside-Out Approach

In the last decennia we have seen an explosion of the amount of good quality products and services on offer, an explosion of media and advertising aiming at target audiences and a surge of organizations openly positioning themselves as the 'company behind the brand'. This has led to increasing interest of strategic management in the art of making the right sharp choices on how to position their organization, product or service towards target audiences. This new book provides an in-depth, step-by-step description of all that an aspiring brand manager needs to know to make a strategically sensible positioning choice. Starting with an analysis of the organization itself, this textbook encourages a connection of the positioning choice to the DNA of the organization. This approach ensures 'authenticity' in organizational behaviour and emphasizes the importance of employees identifying themselves with the positioning and behaving accordingly. Today, choosing the 'brand essence' (positioning) is the start of the product innovation, design strategy, employee motivation and communication process. This innovative short text will ensure that students and brand managers get the most out of their brands.