Brand Positioning

Paper Code: 
ABM 302
Credits: 
3
Contact Hours: 
3.00
Max. Marks: 
100.00
Objective: 

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

Paper Code

Paper Title

 

 

 

 

 

ABM 302

Brand Positioning

 (Theory)

 

 

 

 

 

The students will  –

 

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.

 

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

 

8.00
Unit I: 
Brand Positioning

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

9.00
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: 
  • Strategic brand management, Keller,Ambi, Isaac Jacob,Prentice Hall of India, 2016
  • Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
  • Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
  • Brand Aid: A Quick Reference Guide to Solving your Branding Problems and Strengthening your Market Position, Brad VanAuken, AMACOM, 2014
  • Chandershekhar, K.S., Product Management- Text, Applications and Cases, Himalayan Publishing Houser, Edition 2012.
  • Positioning: The Battle for Your Mind, by Ries& Trout, 2016
  • DuttaKirti, Brand Management – Principles and Practices, Oxford University Press,2012
  • Kapferer .J.N, The Strategic Brand Management-Advanced Insights & Strategic Thinking,5 edition,2012.
  • Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
  • Tapan K.Panda, Product and Brand Management, Oxford University Press,2016
  • A.K.Chitale, Ravi Gupta, Product and Brand Management, PHI  Learning Limited Delhi, 2016
  • Sangeeta Trott,Vinod V.Sople, Brand Equity An Indian Perspective, PHI  Learning Limited Delhi, 2016

 

Academic Year: 
2021-2022
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