Positioning the brand
Riezebos, H. J., 1960-
Positioning the brand an inside-out approach / [electronic resource] : Rik Riezebos and Jaap van der Grinten. - Abingdon, Oxon ; New York, N.Y. : Routledge, 2012. - xv, 191 p. : ill., ports.
Includes bibliographical references (p. [177]-180) and indexes.
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).
Mode of access: World Wide Web.
9780203802489 (e-book : PDF)
Product management.
Brand name products.
Branding (Marketing)
Electronic books.
Positioning the brand an inside-out approach / [electronic resource] : Rik Riezebos and Jaap van der Grinten. - Abingdon, Oxon ; New York, N.Y. : Routledge, 2012. - xv, 191 p. : ill., ports.
Includes bibliographical references (p. [177]-180) and indexes.
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).
Mode of access: World Wide Web.
9780203802489 (e-book : PDF)
Product management.
Brand name products.
Branding (Marketing)
Electronic books.