ABSTRACT
Positioning is a marketing tool that has been attracting increasing levels of interest in recent years. In this book we will present a roadmap for a brand positioning process following an inside-out approach. 1 This first chapter will focus on a number of basic questions about positioning, such as why positioning is relevant for companies and institutions (Section 1.1). The rapid rise of positioning is partly due to the development of numerous ideas on brands and brand policy. Section 1.2 therefore goes on to outline the shift from the product-driven to the brand-driven approach in marketing. Section 1.3 subsequently defines positioning, focusing on some important aspects. Section 1.4 concludes the chapter and opens up the structure of the rest of the book through the ‘positioning roadmap’.
