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.
