Here's a classic marketing text which I highly recommend. This explains the whole concept of Positioning, which is the idea that a product or service occupies a certain position in the mind of the consumer. It's important that you know what position your product occupies, and better still that you are the one to decide what that position is and reinforce it with your marketing efforts. Once that position is in place, it's awfully hard to change it... if you think of a Hyundai as a low-cost car, it's going to be difficult to get people to think of it as a luxury brand.
So if you're looking for a good read on a marketing classic, try this book. It will give you a new way of thinking about your products.
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