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Brand Positioning [1]

Paper Code: 
ABM 302
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
8.00

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

10.00

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

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

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

Brand Repositioning
- Meaning & Significance
- Challenges of Repositioning
- Forms/Types

Essential Readings: 

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

References: 

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

Academic Year: 
2018-2019 [2]

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Links:
[1] https://advertising.iisuniv.ac.in/courses/subjects/brand-positioning-0
[2] https://advertising.iisuniv.ac.in/academic-year/2018-2019