1st Edition
Positioning the Brand An Inside-Out Approach
1. Introduction 2. Corporate Identity (Step 1) 3. Brand Architecture (Step 2) 4. Target Group Analysis (Step 3) 5. Competitor Analysis (Step 4) 6. Choosing a Market Position (Step 5)
Biography
Rik Riezebos is the Managing Director of EURIB/European Institute for Brand Management, the Netherlands, and is the Managing Consultant of Brand Capital, the Netherlands.
Jaap van der Grinten is Lecturer and Research Fellow at Inholland University, the Netherlands.
'At last, a book that takes the world as it is in reality: demand marketing is dead, dragging along in its demise all the marketing methods that were based on its wrong assumptions. In our post modern world desire is created by creative companies who have a strong identity, project, vision, values, and culture. Positioning must be inside-out, not outside-in.'
Jean-Noël Kapferer, Professor at HEC Paris, France and author of The New Strategic Brand Management (Kogan Page, 2012)
'Exactly what the world of branding needs: a lucid and engaging book that demonstrates the virtue of an inside-out approach to positioning the brand.'
Nicholas Ind, author of Living the Brand (Kogan Page, 2007)
