Positioning: The Battle for Your MindMcGraw-Hill, 1986 - 213 pagine This business classic deals with the problems of communicating to a skeptical, media-blitzed public. |
Dall'interno del libro
Risultati 1-3 di 20
Pagina 32
... ladders in the mind . On each step is a brand name . And each different ladder represents a different product category . Some ladders have many steps . ( Seven is many . ) Others have few , if any . A competitor that wants to increase ...
... ladders in the mind . On each step is a brand name . And each different ladder represents a different product category . Some ladders have many steps . ( Seven is many . ) Others have few , if any . A competitor that wants to increase ...
Pagina 34
... ladder owned by someone else . As 7 - Up did . The brilliance of this idea can only be appreciated when you comprehend the enormous share of mind enjoyed by Coke and Pepsi . Almost two out of every three soft drinks consumed in the ...
... ladder owned by someone else . As 7 - Up did . The brilliance of this idea can only be appreciated when you comprehend the enormous share of mind enjoyed by Coke and Pepsi . Almost two out of every three soft drinks consumed in the ...
Pagina 98
... ladder . The new product , if it's going to be successful , is going to require a new ladder . New ladder , new name . It's as simple as that . Yet the pressures to go with the well - known name are enor- mous . " A well - known name ...
... ladder . The new product , if it's going to be successful , is going to require a new ladder . New ladder , new name . It's as simple as that . Yet the pressures to go with the well - known name are enor- mous . " A well - known name ...
Sommario
Introduction | 1 |
Getting Into the Mind | 19 |
example most people put Hertz on the top rung Avis on the sec | 29 |
Copyright | |
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airline Alka-Seltzer asked aspirin AT&T automobile average Avis Bayer beer Belgium better brand name Cadillac called candy bar Caribbean Chase Manhattan Chevrolet Church Citibank cities Coca-Cola cola communication competition competitors concept consumer copier corn corporate course creneau Cutty Dial Duracell established European American example Fiberglas Ford going happen Hertz house name idea industry initials Jamaica JCPenney Kleenex Kodak Kraft laser leader leading brand line extension Long Island Trust look magazine Mailgram margarine me-too Michelob Milk Duds million Motors outsells overcommunicated society percent person positioning strategy problem Procter & Gamble prospect prospect's mind repositioning Sabena Sara Lee selling Stolichnaya Stowe success television There's things tion trap Tylenol U.S. Virgin Islands United Jersey Vatican II Volkswagen Western Union What's the name words Xerox York