Brand positioning : strategies for competitive advantage

✍ Scribed by Subroto Sengupta

Publisher: Tata McGraw-Hill
Year: 2007
Tongue: English
Leaves: 333
Edition: 2. ed., 6. repr.
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

This second edition of Brand Positioning helps marketing and advertising professionals differentiate their product and give it a distinct advantage in an overcrowded global market. It explores the concepts and principles involved in developing sound positioning strategy and discusses practical applications,as well as how to:

Secure competitive advantage
Use celebrity endorsements to market products
Establish brand positioning on the Internet
And much more!

✦ Table of Contents

Cover
Contents
1. The Positioning Concept: Definitions and Illustrations 1-
Differentiate or Die
Consumer's Perceptual Space
Find a Strong Position and Sit on It
The "Un-Cola" Idea
Product Position and Position
Multiple Definitions
The Pitfalls of Brand Positioning
Summing Up
References
2. Positioning: Of what stuff is it made?
Product Class
Consumer Segmentation
Perceptual Matching
• Perceptual Mapping Example from MARG
Brand Attributes and Benefits
Summing Up
• The Strategy Leap of Miller Lite
References
3. Positioning is Rooted in Product Features-Or is it? 53-
Options for the Brand Manager
• Campaign of the Century
• Wills Filter
• Sananda Projects Herself
Summing Up
References
4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage 75-
Cornerstones of Positioning Strategy
1. Who Am I?
2. What Am I?
3. For Whom Am I?
4. Why Me?
Summing Up
Current Examples
References
5. Symbols by which We Live and Buy 128-
Positioning with Non-Functional Values
Brand Loyalty Pyramid
Self-concept and Preferred Brand
Brand Personality
• Mr Nescafe
• Mr GoldCafe
• Escorts Yamaha
• TVS-Suzuki
• Hero-Honda
Summing Up
References
6. Positioning SuccesseS--Case Studies
Vicks Vaporub
Complan
Franklin India Bluechip Fund
ABN Amro Freedom Credit Card
ITC Hotel Sonar Bangia Sheraton and Towers
HP Gas
Teen Haseen
Mini Lux
Daikin Airconditioner
Brand: Kinetic Zing
7. A Fresh Look at Advertising Objectives 206-
Advertising Must Position the Brand
Aramusk
Summing Up
References
8. Positioning through Celebrity Endorsement 227-
A Study by FCB-U1ka
9. Celebrity Endorsement
Match-Up between Brand Image and Celebrity Image
• The ICICI Bank Example
Trustworthiness
Expertise
Physical Attractiveness
The Tata Indigo Case Study
Lifebuoy
MICA Brand Re-Positioning
MICA: Desired Positioning
Case Study on Himani Sona Chandi Chyavanprash
10. Stretch Your Brand-But Watch Its limits 268-
Rules and Risks of Brand Extension
• North Star Extension
Summing Up
References
Further Reading
Appendix
Index
About the Author

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