Positioning. Book Summary

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Al Ries and Jack Trout

What’s inside

Positioning discusses how to create a ‘position’ in a prospective customer’s mind, one that reflects a company’s own strengths and weaknesses as well as those of its competitors.

You’ll Learn

  • Grasping the fundamentals of marketing positioning
  • Learning to differentiate a brand from its competitors
  • Developing strategic thinking regarding brand image
  • Gaining insights from real-world positioning examples

Key Points

  • Understanding the Concept of Positioning
  • The Overcommunicated Society and Positioning
  • The Mind and Positioning Strategies
  • Creating a Positioning Strategy that Works
  • Positioning of a Leader vs. Follower
  • Repositioning the Competition
  • Case Studies and Positioning Success Stories

Who’s it For

  • Marketing Professionals
  • Business Owners
  • Entrepreneurs
  • Brand Managers
  • Advertising Specialists

About the author

Al Ries and Jack Trout are marketing strategists with extensive experience in advertising and as marketing consultants.