BRAND POSITIONING , General Introduction , Various Facets of Brand Positioning , Brand Equity and Franchising Objectives ,
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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