Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and dev

You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourse

This second edition of Brand Positioning helps marketing and advertising professionals differentiate their product and give it a distinct advantage in an overcr

In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marke

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 b