In this age of proliferating products and high competition, the
need for creating brand loyalty has become vital. Authors,
Richard D. Czerniawski and Michael W. Maloney, through the pages
of this book, underscore the need for strong power positioning
of the brands to effectively carve a clear identity for the
products. In an organized manner, the book explores the critical
areas of brand positioning, brand character, and the need for
analyzing the market and customer preference. The book provides
a fund of information on all these vital areas of marketing and
advertising. At every step, the book outlines what you are set
to learn, then you are tested on the knowledge gathered and
finally real-life examples are provided so as to ensure that the
lessons learned are reinforced sufficiently. Making light of the
conventional methods, normally handed out to marketing
professionals, the authors make a strong case on the strategic
and crucial importance of evolving brand loyalty. The book
explores at length and provides valuable guidance on the
intricate aspects of product positioning, brand image, brand
loyalty and powerful advertising. With its innovative and
captivating cover, matched equally by the contents, the book is
sure to find favor with professionals in the fields of
advertising, marketing, sales and business. Even academics and
consumers can draw immense benefit from reading the book.
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