2. About the author
Involved of 30 yrs in developing ad
campaigns
P.G in economics from calcutta university.
Graduated in AMP ( advanced mgmt program)
frm havard business school.
Visiting faculty at IIM A , IIM C
Gold medal in “ advertisement man of the year
“
Hall of fame in calcutta advertising club.
9. 5. Positioning strategies
Objectives
Who am I ?
What am I ?
For whom I am ?
Skills developed
Concept of brand equity
Licensing and franchising
Risk of extension vs brand extension
Rules of the game.