Brand positioning and focus
...Strategic Brand Management: Creating & Sustaining Brand Equity). London: Kogan Page, 2008.
Keller, Kevin Lane, and Philip Kotler. Marketing Management (12th Edition) (Marketing Management). Alexandria, VA: Prentice Hall, 2005.
Keller, Kevin Lane. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Alexandria, VA: Prentice Hall, 1997.
Pearson, David. "Editorial: Changes in brand management." The Journal of Brand Management 12.2 (0): null.
Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind, 20th Anniversary Edition. New York: McGraw-Hill, 2000.
Ries, Al, and Laura Ries. The 22 Immutable Laws of Branding. London: Collins, 1992... Full topic and Section # of Impact...