ENGLISH

Brand positioning : strategies for competitive advantage

By Subroto Sengupta

Book information

Publisher
Tata McGraw-Hill
Year
2007
ISBN
9780070581593, 0070581592
Language
english
Format
PDF
Filesize
16 MB (16392388 bytes)
Edition
2. ed., 6. repr.
Pages
297\333
Time added
2020-04-26 14:48:17

Description

This second edition of Brand Positioning helps marketing and advertising professionals differentiate their product and give it a distinct advantage in an overcrowded global market. It explores the concepts and principles involved in developing sound positioning strategy and discusses practical applications,as well as how to: Secure competitive advantage Use celebrity endorsements to market products Establish brand positioning on the Internet And much more! Cover Contents 1. The Positioning Concept: Definitions and Illustrations 1- Differentiate or Die Consumer's Perceptual Space Find a Strong Position and Sit on It The "Un-Cola" Idea Product Position and Position Multiple Definitions The Pitfalls of Brand Positioning Summing Up References 2. Positioning: Of what stuff is it made? Product Class Consumer Segmentation Perceptual Matching • Perceptual Mapping Example from MARG Brand Attributes and Benefits Summing Up • The Strategy Leap of Miller Lite References 3. Positioning is Rooted in Product Features-Or is it? 53- Options for the Brand Manager • Campaign of the Century • Wills Filter • Sananda Projects Herself Summing Up References 4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage 75- Cornerstones of Positioning Strategy 1. Who Am I? 2. What Am I? 3. For Whom Am I? 4. Why Me? Summing Up Current Examples References 5. Symbols by which We Live and Buy 128- Positioning with Non-Functional Values Brand Loyalty Pyramid Self-concept and Preferred Brand Brand Personality • Mr Nescafe • Mr GoldCafe • Escorts Yamaha • TVS-Suzuki • Hero-Honda Summing Up References 6. Positioning SuccesseS--Case Studies Vicks Vaporub Complan Franklin India Bluechip Fund ABN Amro Freedom Credit Card ITC Hotel Sonar Bangia Sheraton and Towers HP Gas Teen Haseen Mini Lux Daikin Airconditioner Brand: Kinetic Zing 7. A Fresh Look at Advertising Objectives 206- Advertising Must Position the Brand Aramusk Summing Up References 8. Positioning through Celebrity Endorsement 227- A Study by FCB-U1ka 9. Celebrity Endorsement Match-Up between Brand Image and Celebrity Image • The ICICI Bank Example Trustworthiness Expertise Physical Attractiveness The Tata Indigo Case Study Lifebuoy MICA Brand Re-Positioning MICA: Desired Positioning Case Study on Himani Sona Chandi Chyavanprash 10. Stretch Your Brand-But Watch Its limits 268- Rules and Risks of Brand Extension • North Star Extension Summing Up References Further Reading Appendix Index About the Author

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