January I visited Blossoms, an old book store in Bangalore. I picked this 2nd handbook title: positioning, I enjoyed reading it.
Simple take away from the book: It is customer perception that defines the success of your product. What you perceive about your product has to match with your customers.
The book cites dozen-odd examples on the brand success of companies like coca-cola, IBM, Volkswagen et all.
As someone in marketing, I would strongly recommend reading this book.