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(as of Nov 12, 2025 05:59:46 UTC – Details)
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 Business School Publishing
Publication date : September 7, 2021
Language : English
Print length : 264 pages
ISBN-10 : 0231189001
ISBN-13 : 978-0231189002
Item Weight : 1.14 pounds
Dimensions : 6.5 x 1 x 9.5 inches
Best Sellers Rank: #736,090 in Books (See Top 100 in Books) #90 in Product Management #820 in Advertising (Books) #1,407 in Strategic Business Planning
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