ABSTRACT
This book presents a roadmap for the positioning of a brand following the inside-out approach. One of the first questions a brand manager has to answer in a brand positioning process is what the nature of the organization producing the brand is. This chapter will therefore focus on the characteristics of the organization behind the brand that is supposed to be positioned (a corporate or a product brand). We will do so by delving into the six aspects of corporate identity, which include core competencies, corporate culture, and the values pursued within and by the organization. By getting to the bottom of the organization’s identity, we will gain insight into what the playing field will be for the brand. The organization will, after all, have to be able to live up to the positioning that is eventually chosen. That makes knowledge of the organization’s strengths and weaknesses key.
