Positioning
Positioning
In their pioneering classic “Positioning,” marketing masterminds Al Ries, and Jack Trout deliver a powerful truth – the battle for success is first waged and won in the prospect’s mind.Through compelling examples and penetrating analysis, Ries and Trout demonstrate that in our overcommunicated society, establishing a distinctive position for a product, service or brand is the critical first step to marketplace victory.You’ll discover why simply being first, spending more on advertising, or having a better product is not enough in today’s fiercely competitive arena. Instead, the key is finding an open “positioning” in the prospect’s mind that gives you an uncontested claim.The authors reveal the strategies employed by legendary brands like Heineken, FedEx, Volkswagen and more to carve out a unique, defensible position. You’ll learn the vital techniques of repositioning, name selection, and ladder-climbing to outmaneuver the competition.Eye-opening chapters explore positioning for companies, careers, even the Catholic Church – proving this groundbreaking concept applies to any type of product, service or idea.“Positioning” lays out a comprehensive system for dominating your market by becoming a permanent fixture in the collective mind of your target audience. It is simply one of the most influential and indispensable marketing books ever written.Secure your place at the forefront – experience the manifesto that reinvented the field of marketing!
Year Published
Publisher
Pages
Language
ISBN 10
ISBN 13
Features
- Introduces the fundamental principles of positioning products/services in the minds of consumers. The book explains the importance of being #1 in your chosen market and owning a specific word or idea in the minds of customers
- Provides strategies for positioning yourself as the market leader, even if you are not the first entrant. It offers guidance on what to do when you are the second or third player in a market
- Explains how market leaders attempt to own a single word or position in the minds of consumers, and how challengers can reposition against the leader by establishing a new positioning
- Highlights the role of promotion and advertising in creating and maintaining a strong positioning for a product or brand. It emphasizes the need for consistent, focused messaging
- Offers real-world examples and case studies of successful and failed positioning efforts by major brands to illustrate the key principles outlined in the book
Meet the author
Biography
Co-authors
Jack Trout
Books by similar authors
1 in stock
Chapter 1: What Positioning is All About.
Chapter 2: The Assault on the Mind.
Chapter 3: Getting Into the Mind.
Chapter 4: Those Little Ladders in Your Head.
Chapter 5: You Can’t Get There from Here.
Chapter 6: Positioning of a Leader.
Chapter 7: Positioning of a Follower.
Chapter 8: Repositioning the Competition.
Chapter 9: The Power of the Name.
Chapter 10: The No-Name Trap.
Chapter 11: The Free-Ride Trap.
Chapter 12: The Line-Extension Trap.
Chapter 13: When Line Extension Can Work.
Chapter 14: Positioning a Company: Xerox
Chapter 15: Positioning a Country: Belgiam
Chapter 16: Positioning an Island: Jamaica
Chapter 17: Positioning a Product: Milk Duds
Chapter 17: Positioning a Service: Mailgram
Chapter 18: Positioning a Long Island Bank
Chapter 19: Positioning a New Jersey Bank
Chapter 19: Positioning a ski resort: Stowe
Chapter 19: Positioning the Catholic Church.
Chapter 19: Positioning Yourself & Your Career.
Chapter 20: Positioning your business
Chapter 21: Playing the Positioning Game.
Quotes from this book
“The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.”
― Positioning: The Battle for Your Mind
“Too often, however, greed gets confused with positioning thinking. Charging high prices is not the way to get rich. Being the first to (1) establish the high-price position, (2) with a valid product story, and (3) in a category where consumers are receptive to a high-priced brand is the secret of success. Otherwise, your high price just drives prospective customers away.”
― Positioning: The Battle for Your Mind
“The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.”
― Positioning: The Battle for Your Mind
“companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name. Any”
― Positioning: The Battle for Your Mind
Key takeaways
- Introduces the fundamental principles of positioning products/services in the minds of consumers. The book explains the importance of being #1 in your chosen market and owning a specific word or idea in the minds of customers
- Provides strategies for positioning yourself as the market leader, even if you are not the first entrant. It offers guidance on what to do when you are the second or third player in a market
- Explains how market leaders attempt to own a single word or position in the minds of consumers, and how challengers can reposition against the leader by establishing a new positioning
- Highlights the role of promotion and advertising in creating and maintaining a strong positioning for a product or brand. It emphasizes the need for consistent, focused messaging
- Offers real-world examples and case studies of successful and failed positioning efforts by major brands to illustrate the key principles outlined in the book
Blurb
The Book That Sparked A Marketing Revolution!
“One of the most important communication books i’ve eevr red. I highlyrecommend it!”
– Spencer Johnson, author of Who Moved My Cheese? and co-author of The One Minute Manager
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a “position” ina prospective customer’s mind.
This is the book that shows you how to:
- Use Madison Avenue techniques to capture the biggest market shre and become a household name
- Build your strategy around your competition’s weaknesses
- Use your present position to its best advantage
- Choose the best name for your product
- Determine when-and why-less is more
- Analyze trends that can affect your positioning
- And more!
Positioning is required reading for anyone in business today.