Brand positioning : strategies for competitive advantage

Cover
Contents
1. The Positioning Concept: Definitions and Illustrations 1-
	Differentiate or Die
	Consumer's Perceptual Space
	Find a Strong Position and Sit on It
	The "Un-Cola" Idea
	Product Position and Position
	Multiple Definitions
	The Pitfalls of Brand Positioning
	Summing Up
	References
2. Positioning: Of what stuff is it made?
	Product Class
	Consumer Segmentation
	Perceptual Matching
		• Perceptual Mapping Example from MARG
	Brand Attributes and Benefits
	Summing Up
		• The Strategy Leap of Miller Lite
	References
3. Positioning is Rooted in Product Features-Or is it? 53-
	Options for the Brand Manager
		• Campaign of the Century
		• Wills Filter
		• Sananda Projects Herself
	Summing Up
	References
4. The Pursuit of Differential Advantage: Strategies for Competitive Advantage 75-
	Cornerstones of Positioning Strategy
	1. Who Am I?
	2. What Am I?
	3. For Whom Am I?
	4. Why Me?
	Summing Up
	Current Examples
	References
5. Symbols by which We Live and Buy 128-
	Positioning with Non-Functional Values
	Brand Loyalty Pyramid
	Self-concept and Preferred Brand
	Brand Personality
		• Mr Nescafe
		• Mr GoldCafe
		• Escorts Yamaha
		• TVS-Suzuki
		• Hero-Honda
	Summing Up
	References
6. Positioning SuccesseS--Case Studies
	Vicks Vaporub
	Complan
	Franklin India Bluechip Fund
	ABN Amro Freedom Credit Card
	ITC Hotel Sonar Bangia Sheraton and Towers
	HP Gas
	Teen Haseen
	Mini Lux
	Daikin Airconditioner
	Brand: Kinetic Zing
7. A Fresh Look at Advertising Objectives 206-
	Advertising Must Position the Brand
	Aramusk
	Summing Up
	References
8. Positioning through Celebrity Endorsement 227-
	A Study by FCB-U1ka
9. Celebrity Endorsement
	Match-Up between Brand Image and Celebrity Image
		•  The ICICI Bank Example
	Trustworthiness
	Expertise
	Physical Attractiveness
	The Tata Indigo Case Study
	Lifebuoy
	MICA Brand Re-Positioning
	MICA: Desired Positioning
	Case Study on Himani Sona Chandi Chyavanprash
10. Stretch Your Brand-But Watch Its limits 268-
	Rules and Risks of Brand Extension
		• North Star Extension
	Summing Up
	References
	Further Reading
Appendix
Index
About the Author