Table of Contents: Brand positioning

Bibliographic Details
Main Author:	Sengupta, Subroto
Format:	Book
Language:	English
Published:	New Delhi McGraw Hill Education (India) Private Limited 2005
Edition:	2nd ed
Subjects:	MARKETING MANAGEMENT BRAND MANAGEMENT BRAND EQUITY

Table of Contents:

The positioning concept: definitions and illustrations Positioning: of what stuff is it made Positioning is rooted in product features
or is it? The pursuit of differential advantage: strategies of competitive advantage Symbols by which we live and buy Positioning successes
case studies A fresh look at advertising objectives Positioning through celebrity endorsement Stretch your brand
but watch its limits