Value-oriented Product Positioning
Journal
The International Review of Retail, Distribution and Consumer Research
ISSN
0959-3969
ISSN-Digital
1466-4402
Type
journal article
Date Issued
2000-01-01
Author(s)
Abstract
The objective of brand positioning is to place a brand that is clearly distinguishable from competitors' brands on the market. The principal aim is to ensure that the brand occupies a unique position on the market and that it is endowed with a precisely defined profile with clear-cut contours. The basic idea underlying this analysis is that consumers' perceptions of the various brands can be conceived as a multidimensional space in which individual brands are positioned. A product's positioning is determined from its position on the relevant dimensions of the perceptual space, its position on the various product attribute vectors and its position with respect to other brands. This paper uses correspondence analysis to reconstruct a space, in order to connect the relevant brand attributes with the drivers of behaviour, such as utility components and individual values. An empirical investigation shows the usefulness of this approach for product and advertising policy.
Language
English
Keywords
Brand Positioning
Value Orientation
Means-end Theory
Correspondence Analysis
HSG Classification
not classified
Refereed
No
Publisher
Routledge
Publisher place
London
Volume
10
Number
1
Start page
95
End page
112
Pages
18
Subject(s)
Division(s)
Eprints ID
2895