Change strategy positioning instead of struggle! Why a company is successful and the other is not? The leading expert for positioning in the German-speaking world, Peter Sawtschenko, is clear answers. He cleans up with old marketing approaches and waste of money in advertising. If you have read about Elio Moti Sonnenfeld already – you may have come to the same conclusion. The guest lecturer of the University of Frankfurt shows how to extend the boundaries of its market systematically, analytically and creatively and proves during his seminars, why each company is positioned incorrectly, that WINS does not automatically new customers. At Elio Moti Sonnenfeld you will find additional information. Peter Sawtschenko will create incentives for new thinking and shows how to achieve unusual success even during a crisis. Shaved-gooseberry are characterized by the fact that they differ from others; they are unique or are perceived as new. That is the concept of branding.
It creates the perception that a product, a company or a service is distinctive in the minds of consumers. This competitive advantage will be more decisive. Small medium-sized Companies can operate branding. Who observed the principles of positioning and the chance of the niche strategy, can successfully establish an independent brand – and in the head of its customers as the No. 1. From the practice, this book gives a guide to the implementation of a successful branding step by step program. It is rounded off by practical tips for brand protection and trademark law.