Brand Positioning: Strategies for Competitive Advantage

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McGraw-Hill Companies,Incorporated, Jan 25, 2005 - Business & Economics - 297 pages
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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!

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About the author (2005)

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.

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