A plenary on mapping markets and pinpointing brand positioning by Niraj Dawar, Professor Emeritus, Marketing of the Ivey Business School at Western University at the 2018 UBC conference.

The University of British Columbia, Canada, hosted the 2018 annual conference, attracting university leaders from around the world.

Where do brands exist, and where does competition between brands happen? This session from Niraj Dawar will examine how brands are represented in the minds of buyers and consumers, and the strategic implications of their cognitive position. How is your brand perceived: is it Aspirational, Mainstream, Unconventional, or Peripheral relative to other brands in the category? Is it located where you want it to be? If there’s a gap between where you are and where you want to be seen, how do you overcome it?

Want to continue reading?

The rest of this content, and much more, is only available to our members. Consider becoming a member today…

If you are already a member please login to view this content.

2018 UBC Conference Presentation: Plenary 4 - Mapping Markets - How Brands Are Perceived - Niraj Dawar

Niraj Dawar is Professor of Marketing at the Ivey Business School, Canada. Professor Dawar is a leading expert on market-based sources of competitive advantage. He is the author of the recent best-selling book, TILT: Shifting Your Strategy From Products to Customers, published by Harvard Business Review Press, November 2013, winner of the Strategy+Business Business Book of the Year Award. His publications have appeared in the Journal of Marketing Research, Journal of Marketing, Harvard Business Review, M.I.T. Sloan Management Review, and many other academic and managerial outlets, and won several awards. Niraj Dawar has worked extensively with the senior management teams of companies including Algorithmics, Asahi Glass (Europe), BMW (AG), Cadbury-Schweppes (Global), HSBC (Asia), Microsoft (C.E.E.), Manulife Financial, McCain Foods (Worldwide), Telus (Canada), The Tribune Group (USA), L’Oreal (worldwide) and others. He teaches PhD, MBA and undergraduate courses in marketing management and brand management, as well as in Executive Education programs.

If you want to find out more about attending this year’s conference please visit our conference page or get in touch via email.