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!



How do you give your brand a competitive edge in a `me-too` situation? This book gives you the answers. A unique, first-of-its-kind book, giving everything you wanted to know on brand positioning in one single volume. As brands tend to come very similar, how do you differentiate your brand and give it a distinctive identity? The author discusses how to secure competitive advantage for your brand, especially in a `me-too` situation. The book, while going into the concepts and principles involved in developing sound positioning strategy, also discusses its practice and applications with cases and examples from the Indian market. A large number of packaged goods as well as some widely sold durables such as two-wheelers, TV sets and pressure cookers have been analysed. What really distinguishes Escorts Yamaha from Hero Honda or TVS Suzuki? Why did Nescafe for the first time lose market share to Gold Cafe? What are the reasons for the success of Nirma washing powder? Gold Flake Filter Kings? Would Savlon antiseptic have fared better in the household market with a different positioning strategy? What went wrong with the brand extension of Glaxo Tender Talc? This book will tell you all this and much more.





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.