Brand Positioning

Paper Code: 
ABM 302
Credits: 
3
Contact Hours: 
45.00
8.00
Unit I: 
Brand Positioning

Concept, Objectives, 3 Cs of Positioning (Customer, Competitor & Company)

10.00
Unit II: 
Brand Positioning

(Designing, Development and Communication) Competitive Frames of Reference, Point of Parity (POP) and Point of Difference (POD), Establishing Category Membership, Choosing POP’s and POD’s, Creating POP’s and POD’s

8.00
Unit III: 
Positioning Strategy

Meaning, Types of Positioning Strategies:, Attribute Positioning, Price/quality Positioning, Use or Application Positioning, User Positioning, Product Class Positioning, Competitive Positioning

10.00
Unit IV: 
Positioning Errors

Under Positioning, Over Positioning, Confused Positioning, Doubtful Positioning, Product Life Cycle (PLC) Marketing Strategies, PLC(Introductory Growth, Maturity, Decline), Style, Fashion, Fad (Life Cycle)

9.00
Unit V: 
Brand Repositioning

Meaning & Significance, Challenges of Repositioning, Forms/Types

Essential Readings: 

• Positioning: The Battle for Your Mind, by Ries & Trout, 2001
• Marketing and Branding: Indian Scenario, Kumar, Ramesh S., Pearson, 2007
• Strategic brand management, Keller, Kevin Larie, Prentice Hall of India, 2003
• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2006
• Dutta Kirti, Brand Management – Principles and Practices, Oxford University Press,2012
• Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalyan
Publishing House, Edition 2012.
• Kotler Philip, Marketing Management, Pearson, 2014 New Delhi
 

Academic Year: 
2019-2020
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