Review by monisha pattnaik

By : subroto sengupta

BRAND POSITIONINGSTRATEGIES FOR COMPETITIVE ADVANTAGE

About the author

Involved of 30 yrs in developing ad campaigns

P.G in economics from calcutta university.

Graduated in AMP ( advanced mgmt program) frm havard business school.

Visiting faculty at IIM A , IIM C Gold medal in “ advertisement man of

the year “ Hall of fame in calcutta advertising club.

1. Introduction

Brand positioning : definations and illustrations.

Market segmentation Target marketing Product differentiation Consumer benefit Brand image

Information

2. Positioning is rooted in product features

Sizing up a brand beyond functional values.

Brand personality.

3. Symbols by which we live and buy

Brand image Strong bonding with

emotions

4. Positioning success

Case studies Gold flake filter kings Complan Nirma Vicks vapo

A-I-D-A

•Awareness•Interest•Desire•action

5. Positioning strategies

Objectives Who am I ? What am I ? For whom I am ?

Skills developed Concept of brand equity Licensing and franchising Risk of extension vs brand extension Rules of the game.

Concept of brand equity

Conclusion

Reading minds• Factor analysis• Image profile analysis• Research techniques for brand position

The eye of beholder Consumer perceptions

•References

http://8ate.blogspot.in/search?updated-max=2012-01-02T22:36:00%2B05:30&max-results=5

www.youtube.com

THANK YOU