CORE CURRICULUM Brand Positioning This Power Point presentation
CORE CURRICULUM Brand Positioning This Power. Point presentation was prepared by Harvard Business School Professors Jill Avery and Sunil Gupta for the purpose of aiding classroom instructors in using Core Reading: Brand Positioning (HBP No. 8197). HBP Core Readings are developed solely as the basis for class discussion. They are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Power. Point ® is a registered trademark of Microsoft Corporation. Copyright © 2015 Harvard Business School Publishing Corporation. All rights reserved.
CORE CURRICULUM Three Cs Model of Brand Positioning Jill Avery and Sunil Gupta, Core Reading: Brand Positioning , HBP No. 8197 (Boston: Harvard Business School Publishing, 2015). Copying or posting is an infringement of copyright.
CORE CURRICULUM Laddering Up from Features to Benefits to Values Jill Avery and Sunil Gupta, Core Reading: Brand Positioning , HBP No. 8197 (Boston: Harvard Business School Publishing, 2015). Copying or posting is an infringement of copyright.
CORE CURRICULUM Text-Mining and Perceptual Mapping of the Car Industry Source: Adapted from Oded Netzer, Ronen Feldman, Jacob Goldenberg, and Moshe Fresko, “Mine Your Own Business: Market Structure Surveillance Through Text Mining, ” Marketing Science 31 (May–June 2012): 521– 543. Marketing Science by Institute of Management Sciences; Operations Research Society of America. Reproduced with permission of the Institute of Management Sciences and Operation via Copyright Clearance Center. Jill Avery and Sunil Gupta, Core Reading: Brand Positioning , HBP No. 8197 (Boston: Harvard Business School Publishing, 2015). Copying or posting is an infringement of copyright.
CORE CURRICULUM Nielsen’s Brand Association Mapping (BAM) Note: Actual deliverable will vary. Source: Adapted from The Nielsen Company, “Brand Association Map, ” http: //www. nielsen-online. com/downloads/us/BAM_US. pdf, accessed February 7, 2014. The Brand Association Map is a retired product. Jill Avery and Sunil Gupta, Core Reading: Brand Positioning , HBP No. 8197 (Boston: Harvard Business School Publishing, 2015). Copying or posting is an infringement of copyright.
CORE CURRICULUM Analyzing a Perceptual Map Jill Avery and Sunil Gupta, Core Reading: Brand Positioning , HBP No. 8197 (Boston: Harvard Business School Publishing, 2015). Copying or posting is an infringement of copyright.
CORE CURRICULUM How a Brand’s Position Is Co-Determined Jill Avery and Sunil Gupta, Core Reading: Brand Positioning , HBP No. 8197 (Boston: Harvard Business School Publishing, 2015). Copying or posting is an infringement of copyright.
CORE CURRICULUM Gillette’s Evolutionary Brand Repositioning 1976 Jill Avery and Sunil Gupta, Core Reading: Brand Positioning , HBP No. 8197 (Boston: Harvard Business School Publishing, 2015). Ca. 2008 Copying or posting is an infringement of copyright.
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