Competitive Positioning: Best Practices for Creating Brand Loyalty

Overview

It takes healthy brands to succeed in today’s chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organizations are contributing to, an “age of sameness,” where products and services are virtually indistinguishable. The result is that customers are commoditizing categories and discriminating principally on price. Offering more and/or enhanced features is not enough to win customers and create loyalty. It’s high time to move beyond product...
See more details below
Paperback
$28.70
BN.com price
(Save 28%)$40.00 List Price
Other sellers (Paperback)
  • All (6) from $6.80   
  • New (3) from $23.00   
  • Used (3) from $6.80   
Sending request ...

Overview

It takes healthy brands to succeed in today’s chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organizations are contributing to, an “age of sameness,” where products and services are virtually indistinguishable. The result is that customers are commoditizing categories and discriminating principally on price. Offering more and/or enhanced features is not enough to win customers and create loyalty. It’s high time to move beyond product marketing to embrace brand marketing.

COMPETITIVE POSITIONING - BEST PRACTICES FOR CREATING BRAND LOYALTY empowers marketing managers by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples, all of which will help you to successfully build your brand—a brand that will connect emotionally with the heart, and remain uppermost in your customers’ minds. Step by step, you’ll learn best practices that will enable you to develop a competitive positioning.

Read More Show Less

What People Are Saying

Sergio Zyman
Bravo … first class tutorial. A big dose of reality in the examples and analysis. Bravo Bravo!” --(Sergio Zyman, Former Chief Marketing Officer, The Coca-Cola Company, and Founder of the Zyman Group)
Leo Kiely
A must read for serious brand-builders everywhere. --(Leo Kiely, Chief Executive Officer, MillerCoors Brewing Company)
Andrew Langer
A blueprint for taking a product today and turning it into a leadership brand for tomorrow. --(Andrew Langer, Chairman & Chief Creative Officer, Roberts & Langer Advertising)
Roy Acosta
Best practices to succeed in building leadership brands. --(Roy Acosta, Vice President/Area President, CAFE (Canada, Australia and the Far East), Alcon)
Don Knauss
For any business person who wants to win in this competitive marketplace this is a must read! --(Don Knauss, Chairman, Clorox Corporation)
Read More Show Less

Product Details

  • ISBN-13: 9781587769146
  • Publisher: Hudson House Publishing
  • Publication date: 9/1/2010
  • Pages: 340
  • Sales rank: 952,768
  • Product dimensions: 7.50 (w) x 8.90 (h) x 1.00 (d)

Meet the Author

Richard Czerniawski is the founder of Brand Development Network International. His client experiences include key marketing positions with Procter & Gamble, Johnson & Johnson, Richardson-Vicks, and the Coca-Cola Company (where he served as Director of Marketing for all soft drink brands in the United States). He has held every position in marketing from Brand Assistant to Chief Marketing Officer to General Manager to Board Director of a start-up company in the natural healthcare category.

Michael Maloney (Mike) is a Managing Partner with Brand Development Network International. Mike has held key marketing positions with Procter & Gamble, the Coca-Cola Company, Tropicana Products, and PepsiCo. At Frito-Lay, he served as Vice President of their "Salty Snack" portfolio; he also served as the General Manager of their overall snack operations in the Northeast and Midwest territories of the U.S. And, with PepsiCo Foods International, he led their worldwide marketing team.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)