BRAND POSITIONINGSTRATEGIES FORCOMPETITIVE :ADVANTAGE By subroto senguptaReview by monisha pattnaik
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.
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
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