Brand positioning

2,580 views

Published on

Published in: Education, Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,580
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
89
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Introductory notes.
  • Beginning course details and/or books/materials needed for a class/project.
  • Introductory notes.
  • Objectives for instruction and expected results and/or skills developed from learning.
  • Conclusion to course, lecture, et al.
  • An opportunity for questions and discussions.
  • Brand positioning

    1. 1. BRAND POSITIONINGSTRATEGIES FORCOMPETITIVE :ADVANTAGE By subroto senguptaReview by monisha pattnaik
    2. 2. 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.
    3. 3. 1. Introduction  Brand positioning : definations and illustrations.  Market segmentation  Target marketing  Product differentiation  Consumer benefit  Brand image
    4. 4. Information
    5. 5. 2. Positioning is rooted in product features  Sizing up a brand beyond functional values.  Brand personality.
    6. 6. 3. Symbols by which we live andbuy  Brand image  Strong bonding with emotions
    7. 7. 4. Positioning success  Case studies  Gold flake filter kings  Complan  Nirma  Vicks vapo A-I-D-A •Awareness •Interest •Desire •action
    8. 8. 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.
    9. 9. Concept of brand equity
    10. 10. Conclusion Reading minds • Factor analysis • Image profile analysis • Research techniques for brand position The eye of beholder Consumer perceptions
    11. 11. •References  http://8ate.blogspot.in/search?updated-max=2012-01- 02T22:36:00%2B05:30&max-results=5  www.youtube.com THANK YOU

    ×