Brand Positioning: Strategies for Competitive Advantage

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9780070581593: Brand Positioning: Strategies for Competitive Advantage

  • How do you give your brand a competitive edge in a ‘me-too’ situation?
  • How do you differentiate your brand and give it a distinctive identity?


  • How, in short, do you secure competitive advantage for your brand? Especially in a ‘mine-too’ situation.

    The author answers all these questions and more, by discussing the concepts and principles involved in developing sound positioning strategy.

    He brings into focus its practice and applications with cases and examples from the Indian market. A large number of packaged goods, as well as some widely used durables such as two-wheelers, TV sets, etc. have been analysed.

    The second edition has new chapters on positioning of services and celebrity endorsements. Also new cases and examples have been included.

    With this coverage, the book will help markets and advertisers create sound positioning strategies for their brands.

    Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

    L'autore:

    Subroto Sengupta has more than 30 years of experience in developing advertising campaigns for consumer and industrial brands. He is a graduate of the Advanced Management Program of the Harvard Business School and is a marketing communications consultant.

    Contenuti:


    1.The Positioning Concept: Definitions and Illustrations

    2.Positioning: Of What Stuff Is It Made?

    3.Positioning is Rooted in Product Features—Or is it?

    4.The Pursuit of Differential Advantage: Strategies for Competitive Advantage

    5.Symbols by Which We Live and Buy

    6.Positioning Successes – Case Studies

    7.A Fresh Look at Advertising Objectives

    8.Positioning Through Celebrity Endorsement

    9.Celebrity Endorsement

    10.Stretch Your Brand – But Watch Its Limits

    Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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    1.

    Sengupta ÿSubroto
    Editore: McGraw Hill Education Pvt. Ltd.
    ISBN 10: 0070581592 ISBN 13: 9780070581593
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    Descrizione libro McGraw Hill Education Pvt. Ltd. N.A. Condizione libro: New. International Edition. Codice libro della libreria 323248

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    Subroto Sengupta
    Editore: Tata McGraw-Hill Education Pvt. Ltd. (2005)
    ISBN 10: 0070581592 ISBN 13: 9780070581593
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    Descrizione libro Tata McGraw-Hill Education Pvt. Ltd., 2005. Softcover. Condizione libro: New. 2nd edition. # How do you give your brand a competitive edge in a `me-too? situation? # How do you differentiate your brand and give it a distinctive identity? How, in short, do you secure competitive advantage for your brand? Especially in a `mine-too? situation. The author answers all these questions and more, by discussing the concepts and principles involved in developing sound positioning strategy. He brings into focus its practice and applications with cases and examples from the Indian market. A large number of packaged goods, as well as some widely used durables such as two-wheelers, TV sets, etc. have been analysed. The second edition has new chapters on positioning of services and celebrity endorsements. Also new cases and examples have been included. With this coverage, the book will help markets and advertisers create sound positioning strategies for their brands. Table of contents 1. The Positioning Concept: Definitions and Illustrations 2. Positioning: Of What Stuff Is It Made? 3. Positioning is Rooted in Product Features?Or is it? 4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage 5. Symbols by Which We Live and Buy 6. Positioning Successes ? Case Studies 7. A Fresh Look at Advertising Objectives 8. Positioning Through Celebrity Endorsement 9. Celebrity Endorsement 10. Stretch Your Brand ? But Watch Its Limits Printed Pages: 316. Codice libro della libreria 24101

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    Subroto Sengupta
    Editore: Tata McGraw-Hill Education Pvt. Ltd. (2005)
    ISBN 10: 0070581592 ISBN 13: 9780070581593
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    Descrizione libro Tata McGraw-Hill Education Pvt. Ltd., 2005. Softcover. Condizione libro: New. 2nd edition. # How do you give your brand a competitive edge in a `me-too? situation? # How do you differentiate your brand and give it a distinctive identity? How, in short, do you secure competitive advantage for your brand? Especially in a `mine-too? situation. The author answers all these questions and more, by discussing the concepts and principles involved in developing sound positioning strategy. He brings into focus its practice and applications with cases and examples from the Indian market. A large number of packaged goods, as well as some widely used durables such as two-wheelers, TV sets, etc. have been analysed. The second edition has new chapters on positioning of services and celebrity endorsements. Also new cases and examples have been included. With this coverage, the book will help markets and advertisers create sound positioning strategies for their brands. Table of contents 1. The Positioning Concept: Definitions and Illustrations 2. Positioning: Of What Stuff Is It Made? 3. Positioning is Rooted in Product Features?Or is it? 4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage 5. Symbols by Which We Live and Buy 6. Positioning Successes ? Case Studies 7. A Fresh Look at Advertising Objectives 8. Positioning Through Celebrity Endorsement 9. Celebrity Endorsement 10. Stretch Your Brand ? But Watch Its Limits Printed Pages: 316. Codice libro della libreria 24101

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    Descrizione libro Softcover. Condizione libro: New. 2nd edition. Brand New; Paperback; Black & White Edition. GET IT FAST in 3-5 business days by DHL/FEDEX with tracking number. Books printed in English. No shipping to PO Box/APO/FPO address. In some instances, the international textbooks may have different end chapter case studies and exercises. International Edition Textbooks may bear a label "Not for sale in the U.S. or Canada" and "Content may different from U.S. Edition" - printed only to discourage U.S. students from obtaining an affordable copy. The U.S. Supreme Court has asserted your right to purchase international editions, and ruled on this issue. Access code or CD is not provided with these editions, unless specified. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. Customer satisfaction guaranteed. Codice libro della libreria INABINIS1433326

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    Subroto Sengupta
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    Descrizione libro Softcover. Condizione libro: New. 2nd edition. Brand New; Paperback; Black & White or Color International Edition. ISBN and Cover page may differ but similar contents as US edition. GET IT FAST in 3-5 business days by DHL/FEDEX with tracking number. Books printed in English. No shipping to PO Box/APO/FPO address. In some instances, the international textbooks may have different end chapter case studies and exercises. International Edition Textbooks may bear a label "Not for sale in the U.S. or Canada" and "Content may different from U.S. Edition" - printed only to discourage U.S. students from obtaining an affordable copy. The U.S. Supreme Court has asserted your right to purchase international editions, and ruled on this issue. Access code or CD is not provided with these editions, unless specified. We may ship the books from multiple warehouses across the globe, including India depending upon the availability of inventory storage. Customer satisfaction guaranteed. Codice libro della libreria INAB1433326

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