Brand Positioning: Strategies for Competitive Advantage

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9780070581593: Brand Positioning: Strategies for Competitive Advantage

This second edition of Brand Positioning helps marketing and advertising professionals differentiate their product and give it a distinct advantage in an overcrowded global market. It explores the concepts and principles involved in developing sound positioning strategy and discusses practical applications,as well as how to:

  • Secure competitive advantage
  • Use celebrity endorsements to market products
  • Establish brand positioning on the Internet
  • And much more!

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About the Author:

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.

"About this title" may belong to another edition of this title.

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Book Description Tata McGraw-Hill Publishing Company. Book Condition: New. 0070581592 This is an International Edition. Brand New, Paperback, Delivery within 6-14 business days, Similar Contents as U.S Edition, ISBN and Cover design may differ, printed in Black & White. Choose Expedited shipping for delivery within 3-8 business days. We do not ship to PO Box, APO , FPO Address. In some instances, subjects such as Management, Accounting, Finance 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/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. Bookseller Inventory # MO9780070581593

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Book Description Tata McGraw-Hill Education Pvt. Ltd., 2005. Softcover. Book Condition: 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. Bookseller Inventory # 24101

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Book Description Tata McGraw-Hill Education Pvt. Ltd., 2005. Softcover. Book Condition: 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. Bookseller Inventory # 24101

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