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. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage.
Positioning for Advantage: Techniques and Strategies to Grow Brand Value
Kimberly A. Whitler
Columbia Business School Publishing