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Positioning the brand [electronic resource] : an inside-out approach / Rik Riezebos and Jaap van der Grinten.

By: Riezebos, H. J, 1960-Contributor(s): Grinten, Jaap van derMaterial type: Text

TextPublication details: Abingdon, Oxon ; New York, N.Y. : Routledge, 2012Description: xv, 191 p. : ill., portsISBN: 9780203802489 (e-book : PDF)Subject(s): Product management | Brand name products | Branding (Marketing)Genre/Form: Electronic books.Additional physical formats: No titleOnline resources: Click here to view Also available in print edition.

Contents:

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).

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
e-Books	Bangalore University Library		Available		BUTF001921

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).

Also available in print edition.

Mode of access: World Wide Web.

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