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20140423 brand management chapter 7 iba mba48 e
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20140423 brand management chapter 7 iba mba48 e

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  • 1. Brand Management Session 7: More on Positioning Zeeshan Kingshuk Huq Guest Faculty zeeshan.huq@gmail.com
  • 2. 2 4/23/14/ZKH WHAT YOUR BRAND IS AND WHAT YOUR BRAND ISN’T Tools in Positioning
  • 3. 3 4/23/14/ZKH Attribute Mapping §  Mapping the attributes vis-à-vis competition §  Can be on axis-based ! Radhuni vs Rupchanda -  Purity vs Taste -  Urban vs Semi-urban §  Can be list/table-based ! Attribute vs brands ! Minimum 4 attributes
  • 4. 4 4/23/14/ZKH ‘descriptor’ §  Anchors §  Stories §  Talents §  Rationals §  Imaginations §  Values / Qualities §  Tips: don’t sway away from your core ‘purpose’
  • 5. 5 4/23/14/ZKH NOW IT’S YOUR TURN 1.  Draft a Table of attributes for (a)  ICICI (b)  BRAC Bank (c)  Any competition bank with ‘consumer’ banking (Local) 2.  Visit your last work and revise it