In One Word : The Power of Razor-sharp Brand Positioning to Lower Costs and Improve Results

Introduction -- The Brand Positioning's Role in the Branding Excercise -- How Do Brands Interact With Consumers and How Do Consumers Interact With Brands? -- The Essentials of Power Brands. Why Differentiation, Relevance, and Competence Are the Key Dimensions to Focus on? -- Perception Versus Reality - The Two Slides of the Brand Evaluation Process -- How Self-Expressive Human Values Boost Brand Appeal? -- The Essential Role of Consumer Insights And How to Unlock Them via Morphological Consumer Research? -- Simplicity on the Other Side of Complexity: Identifying the One Word That Defines Your Brand -- One Word Positionings and Brand Vision, Brand Mission and Brand Purpose -- Brand Positioning and Brand Behavior - Successfully Translating Brand Positioning into Marketing Action -- Revival of Vintage Brands -- Sharpening Established Brands (Product and Service Brands) -- Brand Creation - Getting It Right from the Start -- B2C Versus B2B Branding -- Branding in the Corporate World (Crucial Implications for Corporate and Employer Brands) -- Organizing the Brand Message Mix -- The Current and Future Role of AI in Branding -- The Transformative Responsibility of Brands in the Advanced 21st Century.