Brand personality, positioning, and brand success

Physical, psychological and demographic attributes of brand: perceptions and realities. Brand attributes and market segmentation: qualitative and quantitative features.

Brand positioning and market segmentation: viabilities, volume, profit computations. Using psychology of perception, and subtle human needs for brand positioning

Product / brand policy and profitability

Product policies and implications: product portfolios and brand extensions

New Product Development

Real life case studies of how some most successful brand leaders were developed. Also, why some brands failed or were dropped, and lesson to learn. Illustrations of effective methodologies and techniques at all stages- concept/ idea to post launch for developing successful brands

Expanding markets of existing brands

There are just 3 ways of increasing sales volumes of existing brands: increase consumer base or users, increase in consumption volumes by current costumers, finding new usages of the brand. Real life, highly successful cases, from consultant’s own experience of increasing sale though all the three routes of renowned brands

Brand communication / advertising positioning

Evolving communication themes. Case studies of most effective advertising campaigns.

Brand promotion

Cases of below- the-line promotion vs. advertising.  Packaging for image and brand positioning.
 
Marketing Research process   

Right use of qualitative and quantitative research at all stages of brand building and communication

Only Indian case studies, selected out of the assignments carried out by the consultant for top MNCs brands will be used during the program.