2. Positioning and Branding

  1. Evelyn Ehrlich and
  2. Duke Fanelli

Published Online: 10 SEP 2012

DOI: 10.1002/9781118531716.ch2

The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition

The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition

How to Cite

Ehrlich, E. and Fanelli, D. (2012) Positioning and Branding, in The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition, John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9781118531716.ch2

Publication History

  1. Published Online: 10 SEP 2012
  2. Published Print: 19 MAR 2012

ISBN Information

Print ISBN: 9781118065716

Online ISBN: 9781118531716

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Keywords:

  • positioning;
  • branding;
  • differentiation;
  • added-value differentiator;
  • positioning strategy

Summary

This chapter contains sections titled:

  • Positioning Strategy and Differentiation

  • Creating a Distinctive Brand Identity