Positioning the Brand (2012)

6 maart 2012

Begin 2012 verscheen van het boek ‘Positioneren’ van Riezebos & Van der Grinten een Engelstalige editie bij Routledge: ‘Positioning the brand; an inside-out approach’. Op de achterkant zijn aanbevelingen geschreven door Nicholas Ind – de ‘godfather’ van internal branding – en Jean-Noël Kapferer die het begrip ‘merkidentiteit’ op de kaart heeft gezet (het cruciale concept voor de inside-out benadering).

Inhoudsopgave van ‘Positioning the brand; an inside-out approach’

1 – Introduction
1.1 Why position a brand?
1.2 From product to brand
1.3 What is positioning?
1.4 Roadmap

2 – Corporate identity (Step 1)
2.1 Introduction
2.2 History
2.3 Business orientation
2.4 Core competencies
2.5 Vision and mission
2.6 Culture
2.7 Corporate and customer values

3 – Brand architecture (Step 2)
3.1 The three branches of brand architecture
3.2 Brand-name strategy
3.3 Brand portfolio
3.4 Sub-branding
3.5 Brand architecture conclusions

Checklist 1 – Summary of the internal analysis

4 – Target group analysis (Step 3)
4.1 Mind management
4.2 Means-end analysis
4.3 Conclusions of target group analysis

5 – Competitor analysis (Step 4)
5.1 Competition environment
5.2 Fourteen positioning approaches
5.3 Market exploration in terms of positionings

Checklist 2 – Summary of the external analysis

6 – Choosing a market position (Step 5)
6.1 Reasons for repositioning
6.2 Positioning choice
6.3 Communicative realization
6.4 Closing remarks

Appendix A: Brand-key model
Appendix B: Comprehensive list of values

Referentie(s)
Riezebos, R., Grinten, J. van der (2012), Positioning the brand; an inside-out approach. Routledge, Abingdon, U.K.