I am sharing with you the ebook & lecture notes of the subject Brand positioning. The attached PDF file will help you in your studies for Brand positioning and help you clearing your semester/trimester exams with ease.
The attached ebook/notes contain the following topics:
General Introduction - Brand Positioning; Consumer's Perceptual Space; Positioning; Perceptual Mapping; Positioning: Rooted in Product Features; The Pursuit of Differential Advantage; Category Related Positioning; Various Facets of Brand Positioning
Symbols by Which We Live and Buy: Positioning with Non Functional Values; Brand Personality; Advertising: Introduction and Significance; Brand Building Advertising; Brand Tracking.
Brand Equity and Franchising Objectives: Rules and Risks of Brand Extension; Brand Equity; Franchising; Brand Mapping and Extension; Reading Minds: Research Techniques for Brand Positioning; New Product Opportunities.