Positioning the Brand: a practical reference work
This study book, written by Rik Riezebos, offers a thorough and step-by-step approach to effectively positioning a brand. With a focus on the inside-out approach, it is aimed at brand managers and marketing professionals in the Netherlands who want to harness the power of their brand.
About the book
Positioning is a crucial topic within sales and marketing. This book stands out by starting from the corporate identity, which allows external positioning to better align with the brand’s core values. The inside-out approach helps organizations to implement their brand strategies effectively and create internal buy-in.
The content is set up in a practical way and includes compelling examples, enabling readers to go through a positioning process independently.
Product information
- Author: Rik Riezebos (European Institute for Brand Management, Netherlands)
- Publisher: Taylor & Francis Ltd
- Imprint: Routledge
- Publication date: 23 November 2011
- Total pages: 192
- ISBN: 9780415665193
- Theme: Sales and marketing
- BISAC: BUSINESS & ECONOMICS / Sales & Selling / General
About the author
Rik Riezebos is Managing Director of the European Institute for Brand Management in the Netherlands and Managing Consultant at Brand Capital. With this publication, he shares valuable insights in the field of positioning the brand and brand strategy.