POSITIONING AL RIES PDF
Download full-text PDF. Positioning: The battle for Your. Mind. Authors: Al Ries. Jack Trout. Review of book by Ajay K. merchant. INTRODUC. Editorial Reviews. From the Back Cover. " Ries and Trout taught me everything I know about Positioning: The Battle for Your Mind by [Ries, Al, Trout, Jack. In the '50s, hard sell ads predominated. The image era. BY JACK TROUT AND AL RIES. Ries Cappiello Colwell. Today it has become obvious that advertising is .
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(Abstracted mostly from the book by Ries & Trout). You know that you and . Positioning: The Battle For Your Mind, By Al Ries and Jack Trout. Published by. Read "Positioning: The Battle for Your Mind" by Al Ries available from Rakuten Kobo. Sign up today and get $5 off your first purchase. The first book to deal with . Get this from a library! Positioning: the battle for your mind. [Al Ries; Jack Trout] -- "One of the most important communication books I've ever read. I highly.
Chapter 10 — The No-Name Trap. American Airlines. Chapter 9 — The Power of the Name According to the authors the name of a product or a company is the best insurance for longterm success. When choosing a name you have to be careful and not subtle and tricky. Volkswagen was famous for promoting their Beetle model with the famous ad that said: In other cases you can just be unlucky such as how Goodrich was defeated to a larger company Goodyear.
You want to find a strong. Take the airline industry. Studies from psychologist David Sheppard show that people expect a Cyril to be sneaky and a John trustworthy. What about all the companies with meaningless names like Coca-Cola or Kodak? The ad finished with: Expected Volume — Small-Volume products should. Tab was the marketing winner. Chapter 11 — The Free-Ride Trap Many companies fall in the trap where they introduce a new product and use the same brand name of an existing product.
Line extension works against the generic brand position because it blurs the sharp focus of the brand in the mind.
Distribution — Items sold by sales reps should. Competition — In a crowded field market.
Other companies. Advertising support — Small-budget brands should. We are all familiar with successful initial companies such as IBM. In other cases. The authors came up with five reasons on when to use line extensions: Significance — Commodity products should such as chemicals should.
In most cases today the name companies are better known than the initial companies. Chapter 12 — The Line-Extension Trap Line extension is one of the most significant trends in the past decade of marketing history. As a result. Either the new product will not be successful or the original product bearing the name will lose its leadership position. Not long ago the Catholic Church struggled with presenting a clear view of what the church was about and it lead to confusion among the people.
This study illustrates why a really new service has to be positioned against the old. The following chapter is another study where they look at positioning a Long Island Bank. Sabena Belgian World Airline.
In chapter 19 they talk about an interesting case history on positioning the Catholic Church.
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In chapter 15 we can read about another case history but this time positioning a country: Even so this program was never fully implemented and the lesson from this was that any positioning program requires long-term commitment by the people in charge in order to be successful.
The church had to figure out their role in the modern world in order to be trusted again. According to the authors. It includes how a bank can successfully retaliate when its field gets invaded by its giant competitors. This company was ranked third in product leadership behind industry leader DuPont. It proves that even an institution can benefit from good positioning.
The first thing you need to do is to define yourself.
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Monsanto told the public about the benefits of chemicals as well as the risks and as a result they were recognized as the leader. Monsanto found the hole that would give them the industry leadership. During a time when chemicals were under attack.
They were able to relate Belgium to a destination that was already in the mind of the traveler and from there they could easier be recognized. In chapter 14 they do a case history on a company called Monsanto chemical company. That is. Chapter 14—19 Case Studies images 7 In these chapters Ries and Trout talk about case histories that illustrate how positioning can be applied in different situations.
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Would you also like to submit a review for this item? Being the first to 1 establish the high price position 2 with a valid product story 3 in a category where consumers are receptive to a high-priced brand is the secret of success.
The price high or low is as much a feature of the product as anything else. What they should do, however, is to clearly position your brand in a particular price category. It should be strong, generic-like, and descriptive. In names, stick with common descriptive words e. For example, change Continental Corp.
It will stretch, but not beyond a certain point. Furthermore, the more you stretch a name, the weaker it becomes.
When one goes up, the other goes down. The Line-Extension Trap The more products hung on a brand name, the less meaning the name has to the average consumer. Offering a step-down product lower end version hurts the prestige of the original.Cindy Alvarez. Timothy Ferriss. Ben Horowitz. Avis was not going to convince the public that they were the 1 auto rental agency--everyone knew that Hertz was 1.
Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there Position a follower so that it can occupy a niche not claimed by the leader Avoid letting a second product ride on the coattails of an established one.