Brand Positioning: Connecting Marketing Strategy and Communications, 1st Edition (Paperback) book cover

Brand Positioning

Connecting Marketing Strategy and Communications, 1st Edition

By Erik Kostelijk, Karel Jan Alsem


304 pages | 61 Color Illus. | 59 B/W Illus.

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Paperback: 9780367250195
pub: 2020-02-18
Available for pre-order. Item will ship after 18th February 2020
Hardback: 9780367250119
pub: 2020-02-18
Available for pre-order. Item will ship after 18th February 2020

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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.


"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

Table of Contents

Part A: Foundations 1. Relevance of Brand Positioning 2. Essentials of Brand Postioning Part B: The Creation of the Brand Positioning Strategy 3. Customer Needs and Customer Values 4. Brand Image and Brand Values 5. Brand Identity 6. Brand Positioning: Mindshare and Heartshare Part C: The Implementation of the Brand Positioning Strategy 7. Brand Positioning and Communication 8. Brand Positioning and Brand Architecture 9. Brand Positioning, Brand Names and Visual Design 10. Brand Positioning and Employees

About the Authors

Erik Kostelijk is Associate Professor of Marketing at the Amsterdam School of International Business of the Amsterdam University of Applied Sciences, Netherlands. He has teaching, research and professional experience in China, USA, Lithuania, France, Spain and Italy. He is the designer and author of the Value Compass, a method to assess the influence of values on branding.

Karel Jan Alsem is Professor in Marketing at Hanze University of Applied Sciences in Groningen, Netherlands, and is a Lecturer in Marketing at the University of Groningen, Netherlands. He is also a brand consultant. He has published in several academic journals and has written multiple marketing books, including Applied Strategic Marketing (Routledge, 2019).

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General