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Parameswaran, Executive Director, FCB-Ulka Advertising Ltd., in reading the proofs and suggesting corrections. To this end, we are grateful for the invaluable aid provided by Mr M.G. No effort has been spared to ensure that this book is free of errors. The Publishers have since taken the book to its conclusion, confident that his active involvement over the greater part of this project validated its publication. His enormously successful and popular book Brand Positioning was progressing into its second edition, when the author expired. To, Kanika, Bobby, Nandini Monisha and MayaĪmong the several large names in the advertising world, Subroto Sengupta’s is assuredly of iconic status. ISBN 0-07-058159-2 Published by the Tata McGraw-Hill Publishing Company Limited, 7 West Patel Nagar, New Delhi 110 008, typeset in Garamond at Script Makers, 19, A1-B, DDA Market, Pashchim Vihar, New Delhi 110 063 and text and cover printed at Rashtriya Printers, M-135, Panchsheel Garden, Naveen Shahdara Delhi 110 032 Cover design: Kapil Gupta RZLCRRDBDLDRQ This edition can be exported from India only by the publishers, Tata McGraw-Hill Publishing Company Limited.

The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication. No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers. Tata McGraw-Hill Publishing Company Limited NEW DELHI McGraw-Hill Offices New Delhi New York St Louis San Francisco Auckland Bogotá Caracas Kuala Lumpur Lisbon London Madrid Mexico City Milan Montreal San Juan Santiago Singapore Sydney Tokyo TorontoĬopyright © 2005, 1990, by Tata McGraw-Hill Publishing Company Limited. Subroto Sengupta (Late) Former Visiting Faculty Indian Institute of Management, Calcutta Stretch Your Brand-But Watch Its limits 268-īrand Positioning: Strategies for Competitive Advantage Second Edition Match-Up between Brand Image and Celebrity ImageĬase Study on Himani Sona Chandi Chyavanprashġ0. Positioning through Celebrity Endorsement 227. A Fresh Look at Advertising Objectives 206-Ĩ. ITC Hotel Sonar Bangia Sheraton and Towersħ.

The Pursuit of Differential Advantage: Strategies for Competitive Advantage 75.

Positioning is Rooted in Product Features-Or is it? 53-Ĥ. The Positioning Concept: Definitions and Illustrations 1-Ģ.