Coming soon
Brand Positioning
- 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
1. Moorty Y.L.R., Brand Management, Vikas Publication, New Delhi,2007
2. Verma Harsh V, Brand Management, Excel Books, New Delhi.
3. Kotler/Keller/Koshy/Jha, Marketing Management, Prentice-Hall of India, New Delhi.
4. Brand Communication. ICFAI University Press (ICFAI Books).
5. David Akkar, Managing Brand Equity, Prentice-Hall of India, New Delhi
6. Gupta Sen Subrto, Brand Positing – Strategies For Competitive Advantage, Tata McGraw Hill
1. Jimblythe, Marketing Communication, Prentice Hall of India, New Delhi
2. Chunawala S.A., Sethia K.C., Brand Management, Himalaya Publishing House, Mumbai.
3. Namakumari & Ramaswamy, Marketing Management, Tata McGraw Hill Publishing Ltd., New Delhi.
4. Jain, Subash C, International Marketing Management, CBS publishers 7 distirbutors New Delhi.
5. Varshney R.L.& Bhattacharya B, International Marketing Management in Indian Perspectives Sultan Chand & Sons Publishers, New Delhi.
6. Keller, Building, Measuring & Managing Brand Equity, Pearson Education
7. Noel Jean & Kapfere, The New Strategic Brand Management, Kogan Pages
