Download - Brand positioning
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Review by monisha pattnaik
By : subroto sengupta
BRAND POSITIONINGSTRATEGIES FOR COMPETITIVE ADVANTAGE
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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.
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1. Introduction
Brand positioning : definations and illustrations.
Market segmentation Target marketing Product differentiation Consumer benefit Brand image
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Information
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2. Positioning is rooted in product features
Sizing up a brand beyond functional values.
Brand personality.
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3. Symbols by which we live and buy
Brand image Strong bonding with
emotions
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4. Positioning success
Case studies Gold flake filter kings Complan Nirma Vicks vapo
A-I-D-A
•Awareness•Interest•Desire•action
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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.
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Concept of brand equity
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Conclusion
Reading minds• Factor analysis• Image profile analysis• Research techniques for brand position
The eye of beholder Consumer perceptions
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•References
http://8ate.blogspot.in/search?updated-max=2012-01-02T22:36:00%2B05:30&max-results=5
www.youtube.com
THANK YOU