Brand Positioning
McGraw Hill Higher Education (Verlag)
978-0-07-058159-3 (ISBN)
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How do you give your brand a competitive edge in a 'me-too' situation? How do you differentiate your brand and give it a distinctive identity? How, in short, do you secure competitive advantage for your brand? Especially in a 'mine-too' situation. The author answers all these questions and more, by discussing the concepts and principles involved in developing sound positioning strategy. He brings into focus its practice and applications with cases and examples from the Indian market. A large number of packaged goods, as well as some widely used durables such as two-wheelers, TV sets, etc. have been analysed. The second edition has new chapters on positioning of services and celebrity endorsements. Also new cases and examples have been included. With this coverage, the book will help markets and advertisers create sound positioning strategies for their brands.
Subroto Sengupta (Late) was involved for over 30 years in developing advertising campaigns for many of the best-known brands of consumer products, consumer durables, and industrial products. He was one of the founder-directors of Clarion Advertising, and retired from Clarion in 1983 as Chief Executive and Executive Vice-Chairman. Before Joining Clarion, he worked for D J Keymer Advertising Agency (which later became O&M). He was also associated with communications for Nirodh from its inception; and until 1986 was a consultant of The Johns Hopkins University, Population Communication Services, Baltimore, USA. A postgraduate in Economics from Calcutta University, Prof. Sengupta later graduated from the Advanced Management Programme (AMP) of the Harvard Business School, USA. He was a Visiting Professor at the Indian Institute of Management Ahmedabad from 1970-74 and later, as Visiting Professor, held the STC Chair of Marketing at IIMA from 1974-78. Later he was a Visiting Faculty at the Indian Institute of Management, Calcutta. A widely known and respected personality in advertising circled in India, he won the ISA-Khatau Gold Medal as “Advertising man of the year” in 1982, and the “Hall of Fame” Award of the Advertising Club, Calcutta in 1983. Prof. Sengupta has authored the book, Cases in Advertising and Communications Management in India.
1.The Positioning Concept: Definitions and Illustrations
2.Positioning: Of What Stuff Is It Made?
3.Positioning is Rooted in Product Features—Or is it?
4.The Pursuit of Differential Advantage: Strategies for Competitive Advantage
5.Symbols by Which We Live and Buy
6.Positioning Successes – Case Studies
7.A Fresh Look at Advertising Objectives
8.Positioning Through Celebrity Endorsement
9.Celebrity Endorsement
10.Stretch Your Brand – But Watch Its Limits
| Zusatzinfo | Illustrations |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 160 x 230 mm |
| Gewicht | 555 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-07-058159-2 / 0070581592 |
| ISBN-13 | 978-0-07-058159-3 / 9780070581593 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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