COMPETITIVE POSITIONING

It takes healthy brands to succeed in today's chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organization 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 uppermost in your customers' minds. Step by step, you'll learn best practices that will enable you to develop a competitive positioning, the foundation of the brand, to meaningfully differentiate your offering from competition and create brand loyalty.