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Product Review: Positioning for Advantage – Techniques and Strategies to Grow Brand Value

Introduction

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Review

Pros:

• Comprehensive and practical guide on brand positioning
• Provides a deep understanding of target market analysis
• Offers valuable insights into competitor analysis
• Explains various positioning strategies and techniques with real-life examples
• Well-structured and easy to follow

Cons:

• Some concepts may be advanced for beginners
• Lacks in-depth coverage of digital positioning strategies
• Could benefit from more case studies

Conclusion

Overall, “Positioning for Advantage – Techniques and Strategies to Grow Brand Value” is a valuable resource for anyone looking to enhance their brand positioning skills. It provides practical techniques and strategies backed by real-life examples, allowing readers to understand and implement them effectively. However, it may not be the best choice for beginners due to some advanced concepts. Additionally, the book could have included more case studies and a deeper exploration of digital positioning strategies. Nonetheless, it remains a recommended read for marketers and brand managers.

FAQs

1. Is this book suitable for beginners?

While the book covers a wide range of positioning techniques and strategies, some concepts might be challenging for beginners. It is advisable for individuals with a basic understanding of marketing and branding principles to fully benefit from this resource.

2. Are there any digital positioning strategies discussed?

Although the book touches on various traditional positioning strategies, it lacks in-depth coverage of digital positioning strategies. Readers interested in digital marketing may need to supplement their knowledge with additional resources.

3. How many case studies are included in the book?

The book could benefit from more case studies to demonstrate the application of various positioning techniques and strategies in real-world scenarios. However, it still provides a sufficient number of examples to understand the concepts.

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.

Publisher ‏ : ‎ Columbia University Press (30 Mar. 2021)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 280 pages
ISBN-10 ‏ : ‎ 0231189001
ISBN-13 ‏ : ‎ 978-0231189002
Dimensions ‏ : ‎ 16.51 x 2.54 x 24.13 cm

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