The basic purpose of this subject is to give the basic understanding of brand positioning and its strategies to the students.
Course Outcomes (COs):
Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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ABM 302 |
Brand Positioning (Theory)
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The students will be able to –
CO33: Develop learner’s knowledge of brand positioning, it’s meaning and basic concept. CO34: Analyze the positioning strategies and their role within business and society. CO35: Appraise the key issues in brand positioning and its process CO36: Understand the positioning errors and their concepts. CO37: Evaluate the reasons and strategies for brand repositioning.
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Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching
Learning activities for the students: Self learning assignments, Effective questions, Giving tasks |
Continuous assessment test, Semester end examinations, Quiz, tutorials, Assignments, Presentation, Individual and group projects |
Concept, Objectives, 3 Cs of Positioning (Customer, Competitor & Company)
(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
Meaning, Types of Positioning Strategies:, Attribute Positioning, Price/quality Positioning, Use or Application Positioning, User Positioning, Product Class Positioning, Competitive Positioning
Under Positioning, Over Positioning, Confused Positioning, Doubtful Positioning, Product Life Cycle (PLC) Marketing Strategies, PLC(Introductory Growth, Maturity, Decline), Style, Fashion, Fad (Life Cycle)
Meaning & Significance, Challenges of Repositioning, Forms/Types