"Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning and strategy. Divided into three key parts, the book works step-by-step through the creation of an...

Understand how consumer behaviour has changed. Kick a brand when it's down: why we love to hate our favorite brands -- The issue of declining trust in the spread of fake news -- Who do I trust? The rise of individual influencers versus declining traditional media -- It's outrageous!...