Brand Positioning

Paper Code: 
ABM 302
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Outcomes

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to;

CO33: Develop learner’s knowledge of brand positioning, it’s meaning and basic concept.

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

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.

 

 

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
• Brand Management; Harsh V Verma, 2nd, Excel Books, 2016
• 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.
• 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

References: 

• Building Brand Value: 5 Steps To Building Powerful Brands, Parmeswara, M.G., Tata McGrawHill, 2006
• 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.
• Kevin Lane Keller ,Strategic brand management: building, measuring, and managing brand equity,Prentice Hall, 2013
• 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
• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd.

Academic Year: 
2022-2023
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