Big Brands, Big Trouble
Lessons Learned the Hard Way
Jack Trout
East West Books (Madras) Pvt Ltd
233 pages/Rs 295
To be successful, every brand needs to answer three questions credibly. Who am I? Why buy me? How am I being perceived? Jack Trout, the father of brand positioning, is one person who has spent most of his professional career dissecting these issues threadbare. His conclusions may sound pretty apparent today, but when he first suggested them, most marketers realised that they had been overlooking the obvious.
