1. BRAND POSITIONING
STRATEGIES FOR
COMPETITIVE :ADVANTAGE
By subroto
sengupta
Review by monisha pattnaik

2. About the author
 Involved of 30 yrs in developing ad
campaigns
 P.G in economics from calcutta university.
 Graduated in AMP ( advanced mgmt program)
frm havard business school.
 Visiting faculty at IIM A , IIM C
 Gold medal in “ advertisement man of the year
“
 Hall of fame in calcutta advertising club.

3. 1. Introduction
 Brand positioning : definations and
illustrations.
 Market segmentation
 Target marketing
 Product differentiation
 Consumer benefit
 Brand image

4. Information

6. 2. Positioning is rooted in product
features
 Sizing up a brand beyond functional
values.
 Brand personality.

7. 3. Symbols by which we live and
buy
 Brand image
 Strong bonding with
emotions

8. 4. Positioning success
 Case studies
 Gold flake filter kings
 Complan
 Nirma
 Vicks vapo
A-I-D-A
•Awareness
•Interest
•Desire
•action

9. 5. Positioning strategies
 Objectives
 Who am I ?
 What am I ?
 For whom I am ?
 Skills developed
 Concept of brand equity
 Licensing and franchising
 Risk of extension vs brand extension
 Rules of the game.

10. Concept of brand equity

11. Conclusion
 Reading minds
• Factor analysis
• Image profile analysis
• Research techniques for brand position
 The eye of beholder
 Consumer perceptions

12. •References
 http://8ate.blogspot.in/search?updated-max=2012-01-
02T22:36:00%2B05:30&max-results=5
 www.youtube.com
THANK YOU