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Brand positioning
 

Brand positioning

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Brand positioning Brand positioning Presentation Transcript

  • 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.
  • 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 andbuy  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