نواب حبیب اﷲ خان
یہ سال مسلمان والیان ریاست کے لئے خاص طور سے اندوہناک ثابت ہوا، مرحومہ سرکاریہ بھوپال کے سانحہ وفات کے بعد ان کے پوتے حبیب اﷲ خان، رامپور کی اسلامی ریاست کے مسند نشین پھر نواب صاحب والی ٹونک کی وفات کے سانحے یکے بعد دیگر پیش آئے اور دنیا کے انقلابات کے نئے نئے نقشے آنکھوں کے سامنے پھرنے لگے، کل من علیھا فان ویبقی وجہ ربکّ ذوالجلال ولاکرام[الرحمن: ۲۶۔۲۷]، دعا ہے کہ اﷲ تعالیٰ مرنے والوں کو مغفرت اور ان کے جانشینوں کو توفیق حسن عمل عطا فرمائے۔ (سید سلیمان ندوی، جولائی ۱۹۳۰ء)
, Officer Incharge/Senior Research Fellow, National Institute of Historical and Cultural Research, Centre of Excellence, Quaid-i-Azam University, Islamabad. Dr , Research Fellow, National Institute of Historical and Cultural Research, Centre of Excellence, Quaid-i-Azam University, Islamabad.
The role of brand positioning is vibrant and central in marketing and the consumers' perception is directly
shaped by employing the suitable positioning strategy. Regardless the significance of positioning concept,
however, there is scant study observed; how positioning substitutes contribute to build the consumer
perception, which positioning strategy outperforms and how it can be measured effectively.
The current study mode is quantitative and relative effectiveness of positioning strategies (feature, direct,
indirect, surrogate-usage) is measured empirically regarding consumer viewpoint. The multidimensional scale
is used to measure the relative effectiveness. The measuring items comprise of four dimensions that are
favorability, dissimilarity, uniqueness, and credibility. The total numbers of items that are associated with these
dimensions are seventeen. The relative performance of positioning strategies is observed hypothetically. For
this purpose, four print ads of real brands from cellular industry are selected. The statistical technique that is
applied is ANCOVA by considering age and monthly income as covariates. Descriptive statistics was also
incorporated in analysis part. Relative effectiveness is noticed between the positioning strategies during
interpretation and discussion on the statistical results. Moreover, some limitations are reported along with the
associated directions for future research.