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.

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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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Subroto Sengupta
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ISBN 10: 0070581592 ISBN 13: 9780070581593
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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 Book Condition: Brand New. PAPERBACK,Book Condition New, Brand New, Softcover, International Edition. We Do not Ship APO FPO AND PO BOX. Cover Image & ISBN may be different from US edition but contents as US Edition. Printing in English language. Quick delivery by USPS/UPS/DHL/FEDEX/ARAMEX ,Customer satisfaction guaranteed. We may ship the books from Asian regions for inventory purpose. Bookseller Inventory # ABESTTND3989

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Book Description Softcover. Book Condition: New. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN may be different but similar contents as US editions. Standard delivery takes 3-6 business days by USPS/UPS/Fedex with tracking number. Choose expedited shipping for superfast delivery 2-4 business days. We do not ship to PO Box addresses. International Edition Textbooks may bear a label Not for sale in the U.S. or Canada etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Bookseller Inventory # AB1433326

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Book Description Softcover. Book Condition: New. Brand NEW, Paperback International Edition. Black & White or color, Cover and ISBN are same as ISBN stated with similar contents as US editions. Standard delivery takes 3-6 business days by USPS/UPS/Fedex with tracking number. Choose expedited shipping for superfast delivery 2-4 business days. We do not ship to PO Box addresses. International Edition Textbooks may bear a label Not for sale in the U.S. or Canada etc. printed only to discourage U.S. students from obtaining an affordable copy. Legal to use despite any disclaimer on cover as per US court. No access code or CD included unless specified. In some instances, the international textbooks may have different exercises at the end of the chapters. Printed in English. 100% Customer satisfaction guaranteed! Please feel free to contact us for any queries. Bookseller Inventory # ABIN1433326

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