Article

Evaluating the effectiveness of brand-positioning strategies from a consumer perspective

November 2010
European Journal of Marketing 44(11/12)

Authors:

University of Vienna

Purpose - The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective. Design/methodology/approach - Two studies (within- and between-subjects design) are conducted aimed at evaluating the positioning success of four distinct positioning strategies of real brands in terms of consumers' perceptions of brand favorability, differentiation, and credibility, while controlling for brand-specific, product category-specific, and socio-demographic influences. Findings - The results show that the type of positioning strategy used affects the positioning success of a brand. More specifically, the study confirms normative arguments about the overall relative effectiveness of main positioning strategies by revealing that benefit-based positioning and surrogate (user) positioning generally outperform feature-based positioning strategies along the three effectiveness dimensions. The findings also demonstrate that no single strategy outperforms all the others on all dimensions. Research limitations/implications - The study is limited in terms of the number of positioning strategies and product categories evaluated. The paper introduces an alternative approach to measure the effectiveness of positioning strategies of real brands. Moreover, the results of the paper show empirically that measuring positioning effectiveness must extend beyond capturing unidimensional brand attitude measures. Practical implications - The findings should guide brand managers in selecting the most appropriate positioning strategies for their brands in high-involvement markets such as the automobile market. Originality/value - The study sheds initial light on the overall relative effectiveness of major positioning strategies. The study differentiates itself from existing studies by focusing on the conceptually most prominent positioning strategies, a different dependent variable, and employing real-life brands and advertisements. / Purpose - The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective. Design/methodology/approach - Two studies (within- and between-subjects design) are conducted aimed at evaluating the positioning success of four distinct positioning strategies of real brands in terms of consumers' perceptions of brand favorability, differentiation, and credibility, while controlling for brand-specific, product category-specific, and socio-demographic influences. Findings - The results show that the type of positioning strategy used affects the positioning success of a brand. More specifically, the study confirms normative arguments about the overall relative effectiveness of main positioning strategies by revealing that benefit-based positioning and surrogate (user) positioning generally outperform feature-based positioning strategies along the three effectiveness dimensions. The findings also demonstrate that no single strategy outperforms all the others on all dimensions. Research limitations/implications - The study is limited in terms of the number of positioning strategies and product categories evaluated. The paper introduces an alternative approach to measure the effectiveness of positioning strategies of real brands. Moreover, the results of the paper show empirically that measuring positioning effectiveness must extend beyond capturing unidimensional brand attitude measures. Practical implications - The findings should guide brand managers in selecting the most appropriate positioning strategies for their brands in high-involvement markets such as the automobile market. Originality/value - The study sheds initial light on the overall relative effectiveness of major positioning strategies. The study differentiates itself from existing studies by focusing on the conceptually most prominent positioning strategies, a different dependent variable, and employing real-life brands and advertisements.

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TURİZME STRATEJİK YAKLAŞIM: DESTİNASYON PAZARLAMASINA YÖNELİK GÜNCEL ARAŞTIRMALAR

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Serkan Gün

İÇİNDEKİLER ÖNSÖZ i İÇİNDEKİLER iii I. BÖLÜM DESTİNASYON PAZARLAMASININ İNCELENMESİ GİRİŞ 1 1.1. Destinasyon Kavramı 2 1.2. Destinasyonların Yaşam Döngüsü 3 1.3. Destinasyon Unsurları 5 1.4. Destinasyon Pazarlaması 6 1.5. Destinasyon Pazarlama Karması 8 1.5.1. Destinasyon Pazarlamasında Ürün 8 1.5.2. Destinasyon Pazarlamasında Fiyat 10 1.5.3. Destinasyon Pazarlamasında Dağıtım 11 1.5.4. Destinasyon Pazarlamasında Tutundurma 12 1.6. Destinasyon Pazarlamasında Etkili Unsurlar 15 1.6.1. Destinasyon Markası 15 1.6.2. Destinasyon İmajı 15 1.6.3. Destinasyon Konumlandırma 16 1.7. Destinasyon Pazarlamasında Başarı İçin Kritik Unsurlar 17 KAYNAKÇA 20 II. BÖLÜM DESTİNASYON PAZARLAMASI VE DESTİNASYON REKABETÇİLİĞİ GİRİŞ 24 2.1. Rekabet Kavramı 25 2.2. Destinasyon Rekabetçiliği 26 2.3. Destinasyon Rekabetinin Önemi 27 2.4. Destinasyonların Rekabet Gücü Modelleri 28 2.4.1. Ritchie ve Crouch’un Kavramsal Rekabet Modeli 28 2.4.2. Porter’ın Rekabet Gücü Analizi Modeli 29 2.4.3. Kim’in Rekabet Modeli 30 2.4.4. Dwyer ve Kim’in Bütünleştirilmiş Rekabet Modeli 31 2.5. Destinasyon Rekabetini Etkileyen Faktörler 33 2.5.1. Sürdürülebilir Turizm ve Çevre 34 2.5.2. Hizmet Kalitesi ve Müşteri Memnuniyeti 35 2.5.3. Verimlilik ve Kaynakların Etkin Kullanımı 36 2.5.4. Turistik Ürün Çeşitlendirmesi 37 2.5.5. Destinasyon İmajı ve Yenilik 38 2.5.6. Turizm Pazarlama Stratejisi ve Pazar Payı 38 2.5.7. Devlet ve Turizm Politikaları 40 2.5.8. Destinasyon Pazarlaması ve Yönetimi 41 2.5.9. Kültürel Miras 42 2.5.10. Fiyat ve Değer 43 2.5.11. Güvenlik 44 2.5.12. Ulaşım ve Alt Yapı 45 2.5.13. Destinasyon Çekiciliği, Cazibe Yerleri, Çekim Merkezleri 46 2.5.14. Bölge Sakinlerinin Yaşam Kalitesi 47 2.5.15. E-Hazırlık 47 2.5.16. İklim Çekiciliği 48 2.5.17. Eğlence, Aktiviteler, Etkinlikler, Festivaller, Gece Hayatı 49 2.5.18. Gastronomi 50 2.5.19. Turistik Konaklama Olanakları 51 KAYNAKÇA 52 III. BÖLÜM DESTİNASYON YÖNETİMİ VE PAYDAŞ İLİŞKİSİ GİRİŞ 61 3.1. Destinasyon Yönetimi 62 3.2. Destinasyon Yönetimi Fonksiyonları 63 3.2.1. Destinasyonlarda Planlama 63 3.2.2. Destinasyonlarda Örgütleme 66 3.2.3. Destinasyonlarda Koordinasyon 68 3.2.4. Destinasyonlarda Yöneltme 69 3.2.5. Destinasyonlarda Kontrol 70 3.3. Destinasyon Yönetiminde Paydaşlar 71 3.3.1. Merkezi Yönetim 73 3.3.2. Yerel Yönetim 74 3.3.3. Sivil Toplum Kuruluşları 76 3.3.4. Özel Sektör 78 3.3.5. Turistler 79 3.3.6. Yerel Halk 80 KAYNAKÇA 82 IV. BÖLÜM OTANTİZM VE DESTİNASYON PAZARLAMA İLİŞKİSİ GİRİŞ 87 4.1. Otantizm Kavramı 88 4.2. Turizmde Otantizm ve Biçimleri 90 4.2.1. Nesneye Dayalı Otantizm 91 4.2.1.1. Nesnel (Objektivist) Otantizm 91 4.2.1.2. Yapısalcı (Constructivism) Otantizm 92 4.2.2. Aktiviteye Dayalı Otantizm 93 4.2.2.1. Varoluşçu (Existentialism) Otantizm 93 4.2.2.1.1. İçsel Otantizm 94 4.2.2.1.2. Kişilerarası Otantizm 95 4.3. Otantizmin Turizm Destinasyonlarına Etkisi 96 4.3.1. Otantizm ve Marka 96 4.3.2. Otantizm ve İmaj 97 4.3.3. Otantizm ve Gastronomi 98 4.3.4. Otantizm ve Kültürel Turizm 100 4.3.5. Otantizm ve Turist Deneyimi 101 4.3.6. Otantizm ve Pazarlama 102 KAYNAKÇA 105 V. BÖLÜM DESTİNASYON PAZARLAMASINDA AFETLER, KRİZLER VE KARANLIK TURİZM GİRİŞ 110 5.1. Kriz ve Kriz Yönetimi Kavramları 110 5.2. Krizlerin Özellikleri 113 5.3. Turizmde Kriz ve Kriz Yönetimi 114 5.3.1. Deprem ve Diğer Doğal Afetlerin Yarattığı Krizler 116 5.3.2. Terörizm ve Savaşın Yarattığı Krizler 118 5.3.3. Covid-19 Dönemi Turizm Destinasyonları ve Etkileri 120 5.3.4. Genel Ekonomik ve Finansal Krizlerin Yarattığı Krizler 122 5.4. Karanlık (Dark) Turizm 123 5.5. Karanlık Turizm Türleri ve Örnekleri 125 KAYNAKÇA 128 VI. BÖLÜM DESTİNASYON MARKASI VE HEDEF MARKA KİMLİĞİ GİRİŞ 133 6.1. Marka ve Markalaşma Kavramı 134 6.2. Destinasyon ve Markalaşma 136 6.2.1. Destinasyon Marka İmajı 140 6.2.2. Destinasyon Marka Kimliği 141 6.2.3. Destinasyon Marka Kişiliği 143 6.2.4. Destinasyon Marka Değeri 144 6.2.5. Destinasyon Marka Farkındalığı 146 6.2.6. Destinasyon Marka Sadakati 148 6.2.7. Destinasyon Marka Özgünlüğü 150 6.3. Destinasyon Marka Oluşturma Süreci 151 6.3.1. Slogan ve Logolar 151 6.3.2. İnternet ve Web Siteleri 153 6.3.3. Dizi ve Filmler 155 6.3.4. Fuar ve Festivaller 157 6.3.5. Yöre Halkının Tutum ve Davranışları 159 6.3.6. Ulaşım, Alt ve Üst Yapı Çalışmaları 161 6.3.7. Gastronomik Değerler 162 6.4. Destinasyon Markalaşmasının Faydaları 164 KAYNAKÇA 166 VII. BÖLÜM HATIRLANABİLİR TURİST DENEYİMİ VE DESTİNASYON İMAJI İLİŞKİSİ GİRİŞ 176 7.1. Deneyim Kavramı 177 7.2. Deneyimin Özellikleri 178 7.3. Turist Deneyimi ve Hatırlanabilir Turizm Deneyimleri 179 7.4. Turist Deneyimi Boyutları 181 7.4.1. Hazcılık 182 7.4.2. Yenilik 184 7.4.3. Yerel Kültür 186 7.4.4. Yenilenme 187 7.4.5. Anlamlılık 188 7.4.6. Katılım 189 7.4.7. Bilgi 190 7.5. İmaj Kavramı 191 7.6. Destinasyon İmajı ve Algılanan Destinasyon İmajı 192 7.6.1. Bilişsel Destinasyon İmajı 194 7.6.2. Duygusal Destinasyon İmajı 195 7.6.3. Davranışsal Destinasyon İmajı 196 7.7. Destinasyon Marka İmajı Oluşturma Süreci 196 7.7.1. Destinasyon Marka Stratejisi Geliştirme 196 7.7.2. Destinasyon Kimliği ve Bileşenleri 198 7.7.3. Destinasyon Kimliğini İmaja Dönüştürme 199 7.7.4. Konumlandırma 199 7.8. Destinasyon İmajının Faydaları 200 KAYNAKÇA 202 VIII. BÖLÜM DESTİNASYON MARKA KONUMLANDIRMASI GİRİŞ 209 8.1. Marka Konumlandırma 209 8.2. Marka Konumlandırma Süreci 212 8.3. Marka Konumlandırma Stratejileri 213 8.4. Marka Yeniden Konumlandırma 215 8.5. Konumlandırma Hataları 216 8.6. Destinasyon Marka Konumlandırma 217 8.7. Destinasyon Konumlandırma Stratejileri 219 8.7.1. Objektif Konumlandırma 219 8.7.2. Sübjektif Konumlandırma 220 KAYNAKÇA 222 IX. BÖLÜM DESTİNASYON PAZARLAMA İLETİŞİMİ GİRİŞ 226 9.1. İletişim Kavramı 226 9.2. Pazarlama İletişimi 228 9.3. Bütünleşik Pazarlama İletişimi ve Önemi 229 9.4. Bütünleşik Pazarlama İletişiminin Özellikleri 231 9.5. Destinasyonlarda Bütünleşik Pazarlama İletişimi 232 9.6. Destinasyonlarda Bütünleşik Pazarlama İletişimi Araçları 233 9.6.1. Halkla İlişkiler 233 9.6.2. Kişisel Satış 234 9.6.3. Reklam 235 9.6.4. Satış Geliştirme 235 9.6.5. Doğrudan Satış 236 9.6.6. İnternet ve Sosyal Medya 236 9.6.7. Fuarlar, Festivaller ve Etkinlikler 237 9.6.8. İlişkisel Pazarlama 238 9.6.9. Dizi, Film ve Ürün Yerleştirme 239 9.6.10. Sponsorluk 239 KAYNAKÇA 241 X. BÖLÜM DESTİNASYON PAZARLAMASINDA İNTERNET VE SOSYAL MEDYA GİRİŞ 245 10.1. İnternet ve Sosyal Medya Kavramları 245 10.2. Sosyal Medyanın Özellikleri 246 10.3. Sosyal Medya Pazarlaması 247 10.4. Sosyal Medya Pazarlamasının Avantajları 248 10.5. Destinasyon Pazarlamasında İnternet 249 10.6. Destinasyon Pazarlamasında Kurumsal Web Siteleri 251 10.7. Destinasyon Pazarlamasında Sosyal Medya 253 10.7.1. Facebook Yoluyla Pazarlama 256 10.7.2. Twitter Yoluyla Pazarlama 257 10.7.3. Youtube Yoluyla Pazarlama 258 10.7.4. Instagram Yoluyla Pazarlama 259 KAYNAKÇA 261 XI. BÖLÜM DESTİNASYONLAR VE SANAL GERÇEKLİK TEKNOLOJİSİ GİRİŞ 266 11.1. Sanal Gerçeklik 267 11.2. Sanal Gerçeklik Teknolojisinin Avantajları 269 11.3. Sanal Gerçeklik ve Pazarlama 270 11.4. Destinasyon Pazarlaması ve Sanal Gerçeklik 271 11.4.1. Bilgi Arama Sürecinde Sanal Gerçeklik 273 11.4.2. Karar Verme Sürecinde Sanal Gerçeklik 273 11.4.3. Sanal Turlar 274 KAYNAKÇA 277 XII. BÖLÜM YAVAŞ TURİZM DESTİNASYONLARI GİRİŞ 280 12.1. Yavaş Yaşam 280 12.2. Yavaş Turizm 282 12.3. Yavaş Turizm Bileşenleri 284 12.3.1. Yavaş Turist 284 12.3.2. Yavaş Seyahat (Slow Travel) 285 12.3.3. Yavaş Yemek (Slow Food) 286 12.3.4. Yavaş Şehir (Cittaslow) 287 12.4. Türkiye’de Yavaş Turizm Destinasyonları 290 KAYNAKÇA 294

Reklam İlgilenimi, Reklama Yönelik Tutum ve Satın Alma Niyeti Arasındaki Etkilerin Analizi: Marka Tutumunun Aracılık Rolü

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Reklam İlgilenimi, Reklama Yönelik Tutum ve Satın Alma Niyeti Arasındaki Etkilerin Analizi: Marka Tutumunun Aracılık Rolü

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Jun 2022

Reklam, izleyicileri bilgilendirmek, ikna etmek, markanın hatırlanmasına yardımcı olmak ve markaya değer katmak gibi amaçları yerine getirmektedir. Bu doğrultuda etkili bir reklam içeriği işletmeler açısından önemli olmaktadır. İzleyici ilgilenimleri, tutumları ve davranışları pazarlama uzmanlarına reklamın etkinliği hakkında bilgiler sunmaktadır. Bu araştırmada, reklam ilgilenimi, reklama yönelik tutum, marka tutumu ve satın alma niyeti arasındaki etkiler incelenmektedir. Ayrıca reklama yönelik tutum ile satın alma niyeti arasındaki ilişkide marka tutumunun aracılık rolü ortaya çıkarılmaya çalışılmaktadır. Bu bağlamda, 400 katılımcıya Apple markasının Apple Watch Seri 6 akıllı saat ürününe ilişkin reklam izletilmiştir. Ardından katılımcılarının anket formunda yer alan soruları cevaplamaları sağlanmıştır. Araştırma verilerinin analizinde, açıklayıcı faktör analizine ek olarak yapısal eşitlik modellemesi çerçevesinde doğrulayıcı faktör analizi ve yol analizinden yararlanılmıştır. Gerçekleştirilen analizler sonucunda doğrudan etkiler kapsamında, reklama yönelik tutumun ve marka tutumunun satın alma niyetini etkilediği tespit edilmiştir. Reklam ilgileniminin ise reklama yönelik tutum üzerinde etkiye sahip olduğu belirlenmiştir. Ayrıca, reklama yönelik tutumun marka tutumu üzerinde etkili olduğu saptanmıştır. Bunlara ek olarak, bootstrap (yeniden örnekleme) yöntemi aracılığıyla, marka tutumunun, reklama yönelik tutum ile satın alma niyeti arasındaki ilişkide kısmi aracılık etkisine sahip olduğu belirlenmiştir. Araştırmadan elde edilen sonuçların literatüre ve uygulamaya yönelik yararlı bilgiler sunacağı düşünülmektedir.

Three Essays on Global and Local Brands

Thesis

Jun 2022

Volkan Koçer

In three essays, this dissertation examines the past, present and future of branding in an international context, contributing to the research area of global/local brands, while also offering managers valuable insights for their branding strategies. The first essay provides scholars and practitioners a detailed state of the art of global/local brand research and proposes promising angles for future research, especially considering major challenges for our societies. The second essay incorporates the segment of cosmopolitan consumers into perceived brand globalness/localness research. Theoretically grounded in the concepts of social identity theory and complexity, the essay builds on perceived brand globalness/localness to analyze how cosmopolitans arrange both their global and local orientations. Aside offering scholars a new theoretical lens regarding consumer cosmopolitanism, managers can benefit from the gained insights, if cosmopolitans are a particular target group in their business strategy. The third and final essay meta-analytically investigates how the variables perceived brand globalness and localness materialize on various key outcome variables. At heart of this essay is a comparison of both perceived brand globalness and localness, offering scholars and practitioners valuable empirical insights on similarities and differences between their effects on outcomes such as brand quality.

Framing Changes of the Value Proposition of Emerging Technologies in a B2B Context

Article

Full-text available

Mar 2022

Gulnara Nussipova

Although the literature acknowledges the importance of value proposition change, existing research on how the value proposition can change remains relatively limited. The aim of the study was to develop a framework to explore how the value proposition evolves over time in the case of emerging technologies. Based on a single case and a processual approach, the longitudinal research design tracks changes in the value proposition over a 25-year period. The study provides a nuanced account of how framing of the value proposition shifted from vision to network and finally to usage through synergetic relationships with customers as the firm moved from startup to IPO and ultimately to public company. On this view, the value proposition emerges as a dynamic communication process that reduces customer uncertainty about the value of new technologies, leveraging company’s resources and competencies. Research implications: The findings confirm that value proposition change can be understood as a dynamic communication process that can reduce uncertainty about new technologies and highlights the role of vision in guiding the overall evolution of the value proposition over time, including networking and usage. The study confirms the importance of reframing the value proposition over time to address customer uncertainty about the value of new technologies, enabling companies to influence expectations by making certain benefits salient. The study also confirms the importance of adopting a proactive approach to value proposition change. The study’s primary contribution is the development of a framework for exploring value proposition change in emerging technologies in terms of three distinct frames: vision, network, and usage.

Posicionamiento de los atributos de marca en los museos universitarios de la ciudad de Puebla, México en función de su atractivo cultural

Article

Full-text available

Jan 2022

At present, among the problems faced by the museums in Mexico figure the need to increase visitor numbers, create new audiences, attract public and private funding, optimise their management models, and establish competitive differences between themselves while adopting new technologies. Thus, this study examines the evaluation given by the visitors of four museums affiliated to universities in Puebla, Mexico, rating their appeal. Hence, a quantitative descriptive research was carried out from a database of 1400 valid surveys, with 385 chosen for each museum, using individual sampling by quotas. The results show the potential of the attributes identified for each institution in that they are seen as “or‑ ganized”, “pleasant” and “enjoyable”. It likewise suggests that collaboration between these organisations may increase visitor numbers.

Posicionamiento e imagen de las apps de entrega de comida a domicilio, en saltillo Coahuila

Article

Full-text available

Jun 2021

El trabajo determina el posicionamiento de las principales Aplicaciones (Apps) con entrega de comida a domicilio en Saltillo, Coahuila detectando los atributos con los que logran posicionarse cada una de ellas. Es un estudio exploratorio y descriptivo con enfoque cuantitativo, con una muestra de 300 personas de Saltillo, Coahuila, cuyas edades oscilan entre 18 y 40 años, donde 55% son hombres y 45% mujeres. El posicionamiento de las cuatro aplicaciones se midió con mapas perceptuales, utilizando los datos de la encuesta y con el análisis factorial de correspondencias. De los resultados obtenidos y desde la perspectiva de la mercadotecnia se deduce que los mapas perceptuales son una herramienta cuantitativa útil para describir de manera visual, el lugar que ocupan las aplicaciones en las percepciones de los usuarios. Además, permitieron identificar a las plataformas Rappy y Uber Eats como las mejor reconocidas, determinando los atributos que las hacen sobresalir de las demás. En relación a la hipótesis planteada se afirma que no hay diferencias significativas entre hombres y mujeres con respecto a la preferencia de plataforma.

A Novel Form of Product Placement? The Use of Fashion Brand Names in British Chick Lit

Thesis

Mar 2022

Barbara Waters

Several studies have noted the frequent use of fashion brand names in contemporary fiction, but to date there has been little academic research into this phenomenon and the effect that it has on the reader. This study therefore set out to address this research gap. Focusing specifically on chick lit (a type of contemporary popular fiction, typically featuring and aimed at young women), the present study aimed to explore the use of fashion brand names in women’s fiction, concentrating on the relationships between fashion brands, authors, fictitious characters and readers, with a view to establishing whether there might be potential commercial benefits of fashion brand product placement in chick lit novels. A mixed methods approach was used to explore the topic from multiple perspectives. A summative content analysis was undertaken to investigate the frequency, variety and types of fashion brand names used in a corpus of 19 chick lit novels drawn from the Bridget Jones, Shopaholic and I Heart series. A qualitative analysis of the novels in the corpus focused on the ways in which the characters interacted with fashion brands in the text. An online survey of 166 chick lit authors was used to explore why writers use fashion brand names in their work, and a survey of 96 female students was used to investigate readers’ response to fashion brand names in novels. The study findings indicated that chick lit authors use fashion brand names to support characterisation due to the ability of fashion brands to express the values, self-concepts and stereotypes of their typical brand users. The outcomes of the consumer survey suggested that readers use textual cues, including those related to fashion consumption, to help them to develop their impressions of characters in novels, however the study was unable to demonstrate a clear relationship between readers’ perceptions of character personality and brand personality. In terms of product placement, the findings confirmed that readers demonstrated high levels of recall and recognition of fashion brand names used in chick lit narratives, but no evidence was found to indicate that the appearance of brand names in the text had an impact on consumers’ brand attitudes. Readers were found to be broadly positive about the use of brand names in novels, indicating that they preferred to see real brands, rather than fictional brands, in books. Readers appeared to have no significant objection to commercial product placement in fiction books, provided that such placements were accompanied by a disclosure. The results of the study therefore provide support for the proposal that chick lit novels are a potential product placement medium for fashion brands seeking to generate brand awareness. The frequent mentions and positive treatment of fashion brand names in chick lit mean that it would be relatively easy to incorporate paid-for placements of fashion brands in chick lit novels without compromising the narrative.

O que resta de marketing para o Chief Marketing Officer?

Article

Full-text available

Dec 2021

Resumo O Chief Marketing Officer (CMO),1 ou principal executivo de marketing, tem uma função estratégica nas empresas e está no centro das transformações digitais e de mudanças nos padrões de consumo com as quais lidamos hoje. No entanto, seu turnover é o mais alto entre os executivos da C-suite. Este trabalho procura identificar os aspectos que influenciam esse alto turnover. Para atender ao objetivo da pesquisa, utilizou-se o método da revisão sistemática da literatura. Os resultados mostram que o perfil, a formação e o papel dos CMOs nas empresas, bem como seu relacionamento sobretudo com o CEO, estão no cerne desta questão. O CMO, diante dos desafios da era digital, deve se reinventar, incluindo em sua formação elementos mais qualitativos e analíticos, incorporando novos métodos e ferramentas de análise do comportamento do cliente e do mercado nesse ambiente digital. Além disso, deve preservar e reforçar sua função de representante do cliente na organização por meio de um trabalho articulado de engajamento e coordenação de outros C-executives, muitos deles em funções novas e adjacentes à sua, de modo a dar suporte às decisões estratégicas do CEO e ajudar a empresa a alavancar seu desempenho. De forma ampla, este artigo pretende colaborar para a atualização de acadêmicos e profissionais de marketing em relação às mudanças que têm ocorrido na atuação dos CMOs, ajudando-os a moldar seu escopo no futuro.

Corporate Branding in Higher Education

Article

Dec 2021

Jose Mathews

Corporate Branding (CBing) encapsulates the internal organizational structures, systems, processes and the external branding activities of corporate communication and related interactional process. The two major constituents of CBing are corporate identity that differentiates and sets apart an organization from another and the corporate image defined as the perception of customers. CBing of a Higher Educational Institution (HEI) as a marketing activity endows the organization with functional values and experiential features. The success of CBing depends on the extent of internal and external branding and the way they are blended. The elements of CBing of a HEI and the way it is branded determine the success of it. Citation: Mathews, J (2021). Corporate branding in higher education, IUP Journal of Brand Management,Vo. 18 (3), 7-28.

Development of empirically based customer-derived positioning taxonomy for consumer electronics sector in the Indian emerging market

Article

Full-text available

Dec 2021
Int J Emerg Market

Purpose An Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries. Design/methodology/approach This study employs a three-step process for developing and validating a scale in order to conduct its research. In the first phase, items are generated and selected based on a literature review, focus groups and expert opinion. Exploratory factor analysis is used to fine-tune the scale in the second phase. Phase 3 uses CFA to establish convergent, discriminant and nomological validity through the use of CFA. Findings A consumer-based taxonomy of positioning strategies were developed as a result of the research. Six distinct positioning strategies emerged that was named (1) Value for Money, (2) Functional (3) Premiumisation, (4) Promotional Campaign, (5) Brand Name (6) Visual Aesthetics. Research limitations/implications Developing and validating measurement scales will be made easier with the help of this paper. Target populations, industry and geography selection and a cross-sectional time horizon are just a few of the study's drawbacks. Practical implications The study's practical implications include six factors/strategies that managers, advertising executives and marketing experts of consumer electronics companies in the Indian emerging market could use to position their products, resulting in the overall success of their organisations. Originality/value This study adds to the marketing literature by providing a solid theoretical foundation and a validated instrument for operationalising positioning strategies.

Entrepreneurial Framing: A Literature Review And Future Research Directions

Article

Aug 2021

Brand positioning and business performance of alcoholic beverage firms in an emerging market context: the mediation effect of brand equity

Article

Sep 2021

Purpose This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry. Design/methodology/approach A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses. Findings All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance. Practical implications The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance. Originality/value The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.

DİJİTAL GELECEK DİJİTAL DÖNÜŞÜM-II

Book

Sep 2021

Bu eserde, birçok farklı alanda dijital dönüşüm ve dijital teknolojiler ele alınmış ve gerek literatür incelemeleri gerek güncel araştırma verileri ile dijital geleceğin resmi çizilmeye çalışılmıştır

Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan

Article

Full-text available

Dec 2021

The study explores the importance of market orientation strategy to enhance brand performance and the mediating role of positioning strategies. The researcher used questionnaires to collect data from the managers of middle and high fashion apparel manufacturing firms based on the quantitative research approach. The data was collected from 220 managers who were directly involved in the decision-making process. The analysis has revealed a significant impact of market orientation strategy on Pakistan’s fashion brands' performance, with the mediating effect of positioning strategies. The management of firms must give considerable importance to market orientation strategies to enhance overall brand performance. The market orientation strategies’ development is also helpful in building different positioning strategies through which performance gets enhanced. This study contributes valuable literature because it focuses on the fashion apparel industry's context, which is almost most important for everyone in the present era. Firms can focus on tight product quality control, innovative manufacturing processes, trained and experienced personnel, and extensive customer service.

Branded Vegetable Oil and Consumer Preference among Students of Delta State Polytechnics

Article

Full-text available

Aug 2021

This study examined branded vegetable oil and consumer preference among students of Delta State Polytechnics. Several brands exist in the market, consumer choice frequently changes as per new innovations, changes in test like and dislike related to vegetable oil, vegetable oil is an important element in the food items. Thus, there is need to know the factors that influence consumer preference. To achieve this objective, a structured questionnaire was developed to measure the variables that influence consumer preference towards vegetable oil. The stratified random sampling technique was adopted to select the sample object, a sample size of 397 was determined using Taro Yamene's formula and Bowleys proportion allocation formula was adopted to allocate questionnaire to strata. Copies of questionnaire were distributed to students of Delta state Polytechnics in the three senatorial districts and 320 copies of questionnaire was suitable for analysis. Cronbach Alpha was used to test the reliability of the research instrument. All variables exceeded 0.70. The hypotheses tested using Multiple Linear Regression (MLR) showed that brand awareness, perceived quality and brand image have positive effect on consumer preference. The findings equally show that brand awareness is the most contributing factor to consumer preference having the highest β-value of 0.437. The study therefore concluded that consumer awareness of a particular brands leads to purchase of that brand. Based on the findings, the study recommended that Brand manager should actively promote and improve brand awareness of their vegetable oil brands to ensure that consumers recognizes and recall the brand through frequent advertisement and Vegetable Oil Company should dedicate effort and resources to improve on quality in terms of taste and flavor of vegetable oil.

The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores

Article

Apr 2023

The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.

Küresel ve Yerel Markalarda Algılanan Marka Küreselliği / Yerelliği, Marka ve Menşe Ülke Klişe Yargılarının Yeniden Satın Alma Niyeti Üzerindeki Etkilerinin İncelenmesi

Article

Jan 2023

Positioning

Chapter

May 2018

Sijun Wang

Positioning concept has evolved in two distinctive yet related research streams – brand positioning and strategic positioning. Strategic positioning sets the basic direction for the development of the brand positioning. Brand positioning can be based on various brand associations. Research to date has provided various space graphics and mathematical modelling techniques to locate the optimal brand position in a target market. A firm’s strategic positioning was found to be positively associated with its long-term performance. Firms are advised to pursue a match between market demands and capability profiles to build positional advantages in the market.

Experiential brand positioning: Developing positioning strategies for beach destinations using online reviews

Article

Apr 2022

Viriya Taecharungroj

This research analysed tourist experiences on beaches and suggested appropriate brand positioning for Thai beach destinations. A new destination positioning method was proposed involving a topic modelling algorithm, hierarchical clustering and textual analysis using data from 75,500 TripAdvisor reviews. Eleven tourist experiences and five clusters of distinctive beach destinations were identified. Findings suggested that the Tourism Authority of Thailand should replace their current “all-in-one” message with strategic and relevant communications to strengthen brand positioning by reinforcing the positive experiences and improving the negative aspects of beach tourism. Experiential brand positioning can assist DMOs to differentiate destinations as multi-faceted and dynamic.

Nation Branding: Concepts, Issues, Practice

Book

Mar 2022

Keith Dinnie

IMPACT OF BRAND POSITIONING ON CONSUMER LOYALTY: MERIIBOY ICE CREAM

Article

Full-text available

Jan 2023

Muahmmed Ismail

Consumer loyalty has become crucial to the success of any business. The study concentrates on the impact of brand positioning on consumer loyalty on the basis of these four filters; Relevance, Communication, Delivery, and Differentiation. Both primary and secondary data was collected in order to conduct the study. The collected data were transferred to Excel and IBM SPSS used to analyze and test the hypothesis. The study, "Impact of brand positioning on Consumer loyalty" with regard to Meriiboy Ice creams aims at analyzing the degree of association of the above elements of brand positioning with consumer loyalty. The study concluded by inferring that Meriiboy delivers the proven quality and taste it claims and has good communication with the consumers. The results will help the ice-cream manufacturing firm to gain knowledge on the benefits of positioning and it aids the executives in comprehending and recognizing their customers' views and feelings about their products and this will help in attaining a strong consumer base.

Perspectives On Corporate Communication

Book

Full-text available

Jan 2022

Indeed, various scholars have dealt with aspects of public relations and corporate communication such as integrated marketing communication, media relations, reputation management and community relations. Perhaps, there is no local text that devotes attention to the gamut of corporate communication which is the buzz word in the corporate world like this book. This book, perspectives on corporate communication, embraces the various aspects of corporate communication. To break it down for the readers' quick understanding, we divided the text into twelve chapters, using simple definitions and concrete examplesto explain terms and concepts.

B2B brand positioning – A capability (exploration x exploitation) based typology: Cases from the Middle East

Article

Jan 2023
IND MARKET MANAG

As the importance of business to business (B2B) brand positioning increases, it has received considerable attention in recent years. While different perspectives have been used to explain B2B positioning, there is a lack of a comprehensive strategic framework of a positioning strategy choice and its effectiveness. Considering that positioning is inherently culture-specific and influenced by the macro environmental factors, having a framework that accommodates these factors becomes important, particularly in emerging markets. The authors develop a typology of brand positioning strategies using an organizational capability (levels of exploration and exploitation) perspective to address this gap. The authors use B2B firms from the Middle East to anchor the positioning strategies in business practices from an emerging market perspective. The value propositions, boundary conditions, and potential outcomes are also discussed for each positioning strategy. Implications for theory and practice are provided.

MARKA KONUMLANDIRMADA ALGILAMA HARİTALARININ KULLANIMINA YÖNELİK TEORİK BİR İNCELEME

Article

Jun 2022

Konumlandırma, ilk kez Ries ve Trout (1981) tarafından “zihinlerde oluşan beklentileri karşılamak maksadıyla markaya kıymetli bir yer bulma faaliyeti” olarak tanımlanmıştır. Tüketicilerin zihninde istenen konumun elde edilebilmesi öncelikle markanın doğru konumu belirlemesine dayanmaktadır. Nitekim güçlü markalar, hedef pazar açısından değerli, net ve eşsiz marka konumlarına sahiptir. Marka konumlandırma amacıyla elverişli bir araç olarak kullanılan algılama haritaları ise tüketici algılarının görselleştirilmesini sağlamaktadır. Bu çalışmada; marka konumlandırma ve algılama haritalarına dair teorik bir incelemenin yapılması amaçlanmaktadır.

Dynamic brand positioning: a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world

Article

Oct 2022
EUR J MARKETING

Purpose This study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world. Design/methodology/approach The authors conducted a qualitative study of Casarte, a high-end appliance brand, as an instrumental case for conceptualizing and theorizing. This study constructs a matrix of dynamic brand positioning as the key analysis framework using in-depth interview data, firm materials and user-generated content from online brand communities. Findings The matrix of dynamic brand positioning has two dimensions: brand core and peripheral meaning, and firm- and customer-led orientation. The interaction between the firm and its customers strengthens the understanding of a brand’s core meaning and consistency perception, expands the scope of brand peripheral meaning and improves the perception of brand meaning diversity. The mutual transformation of the ambidexterity of core and peripheral meanings facilitates the dynamic positioning of brands. Research limitations/implications This study is a qualitative case study; the relevant conclusions have not been tested empirically. If longitudinal data of actual tracking support the effect of dynamic brand positioning, the theory’s reliability can be more rigorously tested. Practical implications It provides managerial logic and a tool for firms to practice dynamic brand positioning in a hyperconnected world, which contributes to the implementation of the emerging firm-customer synergistic strategy. Originality/value This study proposes a construct of dynamic brand positioning supported by qualitative evidence. It disputes the traditional view that brand positioning is determined by the perception of core meaning consistency and creatively puts forward the view that brand positioning evolves dynamically with the mutual transformation of the ambidexterity of brand core meaning and peripheral meaning.

Patterns of international marketing strategy

Article

Sep 2022
J BUS IND MARK

Purpose This paper aims to explore different strategic avenues in international markets. In particular, the authors investigate the role of four marketing tactics – marketing network, domestic network, standardization/adaptation and positioning. The authors aim at identifying optimal use of these strategic vehicles to achieve firm performance. Design/methodology/approach The authors construct a database of 132 Norwegian exporters and identify, through cluster analysis, three different categories of firms. They use multi-group analysis to explore strategy–performance pattern in each group. Findings All four strategic levers impact positively on the performance, but only two of them (marketing networks and positioning) with major impact. Standardization and domestic networks play a minor role. Based on these strategic levers, the authors identify three strategic groups (opportunists, networks seekers and global marketers) with different optimal export strategy patterns. The authors argue that these groups represent firms in different stages, epitomizing a learning process in three stages. Research limitations/implications A broader perspective of strategy variables should be included to get a more complete picture of the “optimal” model for different groups of exporters. Other marketing mix factors and the firm’s stance toward governance in international markets (operation modes) should therefore be included in the repertoire of strategy drivers determining group membership and to analyse their pattern. Practical implications Opportunists are advised to focus on positioning through domestic network relations; network seekers should concentrate on building marketing networks. Global marketers may carry out standardization strategies – preferably in collaboration with their marketing partners in export markets. For the two other groups, there is no evidence that speak in favour of such approach, nor for its counterpart, adaptation. For export promotion agencies, the authors suggest enhanced support to establish network partners. Originality/value The authors introduce strategic levers not yet explored in the export literature. Furthermore, they use a contingency causal approach to explain differences in strategy development (in international markets) and the link with performance.

Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication

Article

Jun 2022
Qual Market Res Int J

Purpose This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME) setting. Design/methodology/approach A qualitative research method based on a multiple case study approach is elaborated in a South-East Asian emerging economy. Findings The key findings show that MC and nascent CC strategies coexist in SMEs, and are frequently closely interwoven, enabling the introduction of an integrated hybrid communication (IHC) theoretical perspective in this context. Four requisites inform IHC management: communicate the identity/roots; establish and communicate the relationship with multiple stakeholders; communicate the product/service to customers; and communicate other activities of the firm (e.g. corporate social responsibility and brand identity). SME managers were predisposed to use at least three communication channels among the following: advertising, sales promotion, public relations, direct marketing and/or personal selling. Furthermore, managers generally preferred internet-enabled communication. Research limitations/implications This study provides fresh insights into how SMEs could integrate their communication strategies to increase their survival chances and business growth. However, the need to develop SMEs is required in every economy. Thus, the present findings could be seen as relevant to various audiences (academic, practitioners and/or policy-makers) such as for managers from Western and/or European settings who are interested in operating in the Malaysian economy. Practical implications By using the four requisites that inform IHC, owners/managers of SMEs can adopt a more holistic approach, by strategically planning communication activities using both communication typologies (i.e. product and firm level). Thus, SMEs will be able to enhance clarity and consistency in their communication strategy and achieve brand equity across relevant stakeholders in the long run. Originality/value This study introduces the IHC theoretical perspective and reveals the communication tools used by SMEs to communicate product and brand-related messages to multiple stakeholders. These messages tend to stem from and are shaped by the identity/roots of the firm embedded in managerial personality/values.

Negative Advertising and Competitive Positioning

Article

Jun 2022

Negative advertising provides information about the weaknesses of a competitor’s product. We study negative advertising with a focus on how its regulation impacts product positioning for profit-maximizing firms. We build a model of informative advertising competition, where product positioning is endogenous, and consumers have rational expectations. We show that despite the informational benefits of negative advertising, permitting it (as the Federal Trade Commission in the United States does) may lead to reduced product differentiation and lower consumer welfare, even in markets where firms do not use negative advertising in equilibrium. We then extend our model to political competition, where a candidate’s objective is to obtain a larger share of votes than the competitor. We show that political competition supports higher positional differentiation, along with more negative advertising than product competition, in line with observed high use of negative advertising in political races and their rarer use in product competition. This paper was accepted by Dmitri Kuksov, marketing.

Design Thinking for Branding

Chapter

Apr 2022

Nowadays, organisations recognise the enormous strength of design thinking, as a set of thought processes, to deliver solutions to a plethora of management problems. Design thinking can be applied in many business functions including the organisation’s branding strategies. This chapter discusses the contributions of design thinking to brand management by presenting a conceptual framework which explores the connections of the design thinking process with brand equity and its management. Working together, brand managers and designers need to continuously evaluate the performance of the brand by conducting the brand audit to sustain and improve brand equity. Design thinking can help them successfully pursue the brand audit, through the power and scope of consumer ethnography to achieve empathy. Consumer ethnographic studies can help brand managers and designers identify branding problems and/or opportunities which require their attention. The design thinking process also enables them to develop solutions and determine the most optimum strategies to address these problems and/or to capitalise on these opportunities. It also provides brand managers and designers a human-centred approach to balance brand consistency and brand relevance, and continuously manage and enhance brand equity.

Preprint

Full-text available

Mar 2022

Mateso Bashingwa

In this contemporary world, the photographic image in the context of brand positioning provides a cultural background to construct a social identity through consumption. In semiotic meaning, a brand plays a significant role to sell or buy a product. From that context, Cristiano Ronaldo is a brand image which impacts not only on football fans but also on sport product sale. This fact necessitates empirical interpretation of sign system within advertising messages to illustrate how a brand is perceived by consumers. Thus, this research focuses on image of Cristiano Ronald as a brand to have a considerable impact on the market consumption. This gives him a positive review framework to become popular in his celebrity culture. This current example proves how popular culture is utilized through social media. Therefore, this study aims to examine Cristiano Ronaldo as a brand in the context of brand strategy. Within semiotic approach, advertising the brand positioning of Cristiano Ronaldo provides an effective method of ensuring the interactive dialogue between the producer and a consumer. The study portrays how media, through a brand strategy advertisement message, can crate personal branding for business purpose.

Essential item purchases during COVID-19: A cluster analysis of psychographic traits

Article

Feb 2022

This research seeks to profile consumer segments formed during the COVID-19 pandemic via a set of psychographic consumption traits: Narcissism, Psychological Entitlement, Status Consumption, Fear of Embarrassment, and Fear of Missing Out. Based on a cluster analysis of 281 consumers, the data generated four distinct groups: Egalitarians, Agentic Egoists, Communal Egoists, and Conformists. Further, we compared the segments in their acquisition behavior as it pertains to importance of purchase, quantity of purchase, sharing of purchase, and willingness to pay for essential items. Our results showed that each cluster was associated with a unique set of consumer preferences. For instance, Egalitarians placed less importance on medical items. Conformists placed greater importance on acquiring disposable masks than others. Communal Egoists were interested in food-related items such as bottled waters and snacks. Agentic Egoists reported that they would spend more money on cold/cough medicines than Egalitarians and Conformists. Overall, our findings provide key insights and recommendations to retail managers. Some limitations include our sampling approach (i.e. US consumers) and determining clusters based on select psychographic traits. We acknowledge that there are other characteristics that can differentially influence consumers’ acquisition behavior during the pandemic.

Strategisches Marketing 2: Marketingziele und Marketingstrategien

Chapter

Jan 2021

Dieses Kapitel setzt die Betrachtung des strategischen Marketing fort. In ihm wird zunächst auf die Zusammenführung der Befunde aus der strategischen Analyse eingegangen, da diese die Grundlage für Ziel- und Strategieformulierungen bildet. Anschließend werden die Besonderheiten von Marketingzielen verdeutlicht. Schließlich werden die wesentlichen Grundrichtungen von Marketingstrategien vorgestellt.

The Role of an Actual Brand Positioning: An Analysis of Digital Advertisements

Article

Jan 2021

The purpose of this study was to: (a) investigate the actual positions in digital communications; (b) assess the relationship between position-congruity among intended positions (i.e., how a firm desires to be perceived by consumers), actual brand positions, and perceived brand positions (i.e., the perceptions that customers have in their minds); and (c) understand the role of actual positioning (AP) in the positioning process. Multiple methods (one-on-one and focus group interviews, content analysis) were applied to analyze positions. Brand managers, golf consumers, and digital advertisements in Golf Digest magazine were sampled. Content analysis, frequencies and percentages, percentage difference, and regression analysis were performed for all positions for each research brand. The results revealed that: (a) tangibility-based positions (88.5%: great quality, innovation) outnumbered intangibility-based ones (11.5%: tour performance, tradition) in digital AP, (b) there was no positive correlation between the degree of congruence between intended and AP and the degree of congruence between intended and perceived positioning, and (c) the AP mediated between intended and perceived positioning in the brand positioning model. The study provides empirical evidence for the mediating role of AP and suggests modifications to the previous positioning process.

Brand extensions positioning guidelines for competitive differentiation

Article

Full-text available

Oct 2014

Claudiu-Cătălin Munteanu

In the era of hyper competition, increasingly more companies pursue competitive differentiation by creating brand extensions. Each brand extension promises to be new, bigger or better, but in reality most of these brand extensions fail to be unique and to exert a certain appeal to consumers. In these circumstances, competitive differentiation has become extremely important because it can create and sustain a strong competitive advantage. A meaningful positioning strategy creates competitive differentiation by providing consumers reasons to buy the brand. The purpose of this article is to present a brand positioning framework for competitive differentiation through brand extensions. A careful examination of brand extensions and competitive differentiation related issues is provided. Based on this examination, we provide brand managers a detailed guide for identifying and establishing brand positioning bases for brand extensions. We further elaborate some useful brand positioning guidelines for brand extensions. INTRODUCTION In the era of hyper competition, competitive differentiation is at the heart of marketing strategy. More and more companies pursue competitive differentiation by creating brand extensions. However, in practice most of these brand extensions fail to be unique and to exert a significant appeal to consumers. As a result, the financial risks of creating a brand extension have increased considerably. Compared to the last decades, the financial tag for creating a brand extension is much larger now due to increased costs for distribution and for promoting the brand (Smith&Park, 1992). Consequently, a successful brand extension must differentiate itself from competing brands through unique elements that have a significant value for consumers. Despite these circumstances, brand extensions are still attractive to companies because they provide a way to take advantage of the parent brand equity. Basically, leveraging a strong parent brand can reduce the risks associated with introducing a brand extension to a new or existent market. One of the major setbacks related to competitive differentiation through brand extensions is that each brand extension promises to be new, bigger, better or simply improved. However, in most cases, competitive differentiation is the result of offering consumers a value that surpasses their expectations (Albert et al. 2008). In the quest for differentiation, most brand extensions become too similar with each other, thus in fact killing competitive differentiation (McGovern&Moon, 2007). Many brands therefore often achieve commoditization by adding new features to their brand extensions. In these circumstances, brand positioning has become the primary focus of competitive differentiation. In order to assure a coherent positioning strategy for brand extensions, brand managers must take some critical strategic decisions with a high impact on both the parent brand and the brand extension. To guide these decisions, we will first describe the steps for developing an effective positioning strategy and the types of brand positioning strategies. We will further provide a careful examination of brand extensions and competitive differentiation related issues. By adapting the brand positioning framework to brand extensions we provide brand managers a detailed guide for identifying and establishing brand positioning bases for brand extensions.

Negative Advertising and Product Design

Article

Jan 2021

Linking attributes benefits and consumer values a powerful approach to market segmentation, brand positioning, and advertising strategy

Article

Full-text available

Jan 2000

The New Strategic Brand Management

Article

Full-text available

Jan 2004

Jean-Noël Kapferer

The Ownership Effect in Consumer Responses to Brand Line Stretches

Article

Full-text available

Jan 1999
J MARKETING

In this article, the authors examine how ownership status moderates the effects of stretch direction (up or down), brand image (prestige or nonprestige), and branding strategy (subbrand name or direct) on consumer responses to price-based line stretches. An "ownership effect" is proposed whereby owners have more favorable responses than nonowners to the brand's extensions. The ownership effect occurs for upward and downward stretches of nonprestige brands and for upward stretches of prestige brands. For downward stretches of prestige brands, however, the ownership effect does not occur because of owners' desire to maintain brand exclusivity. In this situation, a subbranding strategy protects owners' parent brand attitudes from dilution. A field study and two lab studies confirm the hypotheses.

Information Processing From Advertisements: Toward an Integrative Framework

Article

Full-text available

Oct 1989
J MARKETING

The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model includes antecedent levels of ability, motivation, and opportunity (AMO), processing of brand information, cognitive and emotional responses, brand attitude formation processes, and brand attitude. Key features of the framework are (1) a more complete, integrative discussion of needs and motivation, (2) a more precise specification of processing mechanisms than currently is proposed in two-routes-to-persuasion models, (3) inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing, and (4) a discussion of how alternative attitude formation models correspond to each level of brand processing. To assess the relative advantage of the framework, the authors compare the model with previous integrative models and discuss its implications for related research streams.

Strategic Brand Concept-Image Management

Article

Full-text available

Oct 1986
J MARKETING

Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.

The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity

Article

Full-text available

May 1998

The authors examine the link between advertising and price effects and propose that this relationship depends on the specific advertising positioning strategy employed by an advertiser. The authors note that advertising has different goals, depending on the competitive context of the brand, with some advertisers positioned to differentiate between brands and others positioned to narrow the perceived difference between brands. The authors identify specific types of nonprice advertising positioning that increase brand equity and category price sensitivity, those that decrease both, and those that increase brand equity while increasing category price sensitivity. The hypotheses are tested in two experiments across different product categories. The results imply that tests of advertising effectiveness must extend beyond brand attitudinal measures.

The Effects of Extensions on Brand Name Dilution and Enhancement

Article

Full-text available

Nov 1998

In this article, the authors examine new product extension strategies that are likely to be effective in building brand equity. The framework accounts for mixed findings in brand equity literature by identifying motivation as a factor that moderates the dilution and enhancement effects observed in prior research. The authors find that the typicality of the extension and consumers' level of motivation determine the effect of extensions on family brand name. In high-motivation conditions, incongruent extensions are scrutinized in detail and lead to the modification of family brand evaluations, regardless of the typicality of the extensions. However, in low-motivation conditions, brand evaluations are more extreme in the context of high (versus low) typicality. The less typical extension is considered an exception, which reduces its impact on evaluations. Results also show that brand name dilution or enhancement can occur in response to congruent extensions. However, processes that underlie the effect of congruent information are somewhat different.

Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity

Article

Full-text available

Jul 1994

Although consumers often encounter ads for familiar brands, previous advertising interference studies have used ads for low-familiarity brands. The authors focus on brand familiarity's role in increasing ad memorability and moderating competitive interference. They conducted a factorial experiment varying the familiarity of brands featured in test and competing ads. With differences in ad executions, prior exposure, processing objectives, and exposure time experimentally controlled, subjects displayed substantially better recall of new product information for familiar brands. Their findings suggest that established brands have important advantages in advertising: Consumers should be more likely to recall ad information, and their memory should be less affected by exposure to competitors' ads. The authors conclude with implications for the marketing of new and mature brands.

Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology

Article

Full-text available

Mar 2006

Many scholars across various academic disciplines are investigating the following questions: What do individuals know or believe about an organization? How does a focal organization (and/or other interested entity) develop, use, and/or change this information? and How do individuals respond to what they know or believe about an organization? Cross-disciplinary research that centers on these questions is desirable and could be enhanced if researchers identify and develop consistent terminology for framing these questions. The authors work toward that end by identifying four central “viewpoints” of an organization and proposing labels to represent each of these viewpoints: identity, intended image, construed image, and reputation.

Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude

Article

Full-text available

Aug 2003

This article reports the development and validation of a parsimonious, generalizable scale that measures the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories. The hedonic/utilitarian (HED/UT) scale includes ten semantic differential response items, five of which refer to the hedonic dimension and five of which refer to the utilitarian dimension of consumer attitudes. The authors conducted six studies to establish the unidimensionality, reliability, and validity of the two HED/UT subscales. In reaching the final scale, the authors also develop and implement a unique process of paring down a psychometrically sound but otherwise too large set of items. Nomological validity is established by replacing a typical, one-dimensional attitude toward the brand measure with the hedonic and utilitarian dimensions in a central route processing model. Results suggest that the hedonic and utilitarian constructs are two distinct dimensions of brand attitude and are reliably and validly measured by the HED/UT scale.

Consumer Choice Between Hedonic and Utilitarian Goods

Article

Full-text available

Feb 2000

In this article, the authors examine how consumer choice between hedonic and utilitarian goods is influenced by the nature of the decision task. Building on research on elaboration, the authors propose that the relative salience of hedonic dimensions is greater when consumers decide which of several items to give up (forfeiture choices) than when they decide which item to acquire (acquisition choices). The resulting hypothesis that a hedonic item is relatively preferred over the same utilitarian item in forfeiture choices than in acquisition choices was supported in two choice experiments. In a subsequent experiment, these findings were extended to hypothetical choices in which the acquisition and forfeiture conditions were created by manipulating initial attribute-level reference states instead of ownership. Finally, consistent with the experimental findings, a field survey showed that, relative to market prices, owners of relatively hedonic cars value their vehicles more than do owners of relatively utilitarian cars. The authors discuss theoretical implications of these reference-dependent preference asymmetries and explore consequences for marketing managers and other decision makers.

Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation

Article

Full-text available

Jul 2006
EUR J MARKETING

Purpose – The aims of the paper are to examine the nascent area of corporate marketing. Design/methodology/approach – The paper draws on some of the key literature relating to the history of marketing thought. Findings – The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing. Originality/value – The paper integrates British and US perspectives on the area and draws on Balmer's work vis‐à‐vis corporate marketing and Greyser's historical overview of marketing written for the Marketing Science Institute (MSI)

Culture and Positioning as Determinants of Strategy

Article

Jan 2004

Tony Ellson

In search of brand image: a foundation analysis

Article

Jan 1990
Adv Consum Res

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Article

Feb 1981

The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.

Opinion - Brand confusion

Article

Mar 2002
HARVARD BUS REV

Consumers are finding it hard to distinguish among competing products. The fault lies Partly with marketers and ad agencies, but ultimately it's the CEO's job to stop brand dilution.

Developing Strategies for Competitive Advantage

Chapter

Jan 2007

As in any game, the success of competitive strategies depends on knowing the rules as well as the other players. Nevertheless, in the real competitive environment, the rules are not always clear and can change very quickly, demanding quick responses and making it increasingly difficult to map the moves of the main players. Strong monitoring channels must be maintained to follow changes in the competitive environment and to discern new trends. Changes in the environment can result from emerging technologies or changes in society’s behavior, and thus in clients´ demands. They can also be the result of competitors´ moves in the market. Thus developing a good competitive strategy depends on mapping the environment and constantly monitoring it to be able to capitalize quickly on opportunities or neutralize threats. The focus of this chapter is on mapping the environment. It will show the main aspects of the model for industry analysis and explain the process of forming strategic groups and pressure maps. Purchase this chapter to continue reading all 22 pages >

Creativity in advertising

Article

Jun 1993

G.M. Zinkhan

The power of the branded differentiator

Article

Jan 2004
MIT SLOAN MANAGE REV

D. Aaker

Creativity in advertising: Creativity in the journal of advertising

Article

Jan 1993

G.M. Zinkhan

Evaluating alternative product positioning strategies

Article

Jan 1986

Strategic Brand Management Process

Chapter

Jan 2005

Kevin L. Keller

More and more firms and other organizations have come to the realization that one of their most valuable assets is the brand names associated with their products or services. In an increasingly complex world, individuals and businesses are faced with more and more choices, but seemingly have less and less time to make those choices. The ability of a strong brand to simplify consumer decision-making, reduce risk, and set expecta-tions is thus invaluable. Creating strong brands that deliver on that promise and main-taining and enhancing the strength of those brands over time is thus a management im-perative.

The nature of product-related attributes

Article

Jan 1981

Got emotional product positioning?

Article

Jan 2002

Brands as Signals: A Cross-Country Validation Study

Article

Jan 2006
J MARKETING

This article tests how well the information economics view of brand equity explains consumer brand choice in countries that represent different cultural dimensions. In this empirical analysis, the authors use survey and experimental data on orange juice and personal computers collected from respondents in Brazil, Germany, India, Japan, Spain, Turkey, and the United States. The results provide strong empirical evidence across countries for the role of brands as signals of product positions. In addition, the positive effect of brand credibility on choice is greater for consumers who rate high on either collectivism or uncertainty avoidance. Credible brands provide more value to collectivist consumers because such consumers perceive these brands as being of higher quality (i.e., reinforcing group identity). Credible brands provide more value to high-uncertainty-avoidance consumers because such brands have lower perceived risk and information costs.

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Article

Jan 1993
J MARKETING

Kevin Lane Keller

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights From Schema Research

Article

Nov 1989

Results of four studies demonstrate that perceptions of how different a brand is from other brands in the product category affect perceptions of the brand's position within the category. Specifically, perceptions that a brand is strongly discrepant result in a subtyped (or niche) position, whereas perceptions that a brand is moderately discrepant result in a differentiated position within the general category. Perceptions of discrepancy are affected both by the extent of discrepancy on an attribute and whether the discrepant information is concentrated in a single ad for the brand or dispersed across multiple ads for the product. The effects associated with a subtyped position, in comparison with a differentiated position, are identified (study 1) and are found to increase with time (study 2). The subtyped versus differentiated distinction for a strongly versus moderately discrepant brand is validated with a sorting task (study 3). This distinction is shown to hold in the context of multiple discrepant brands that differ in their extent of discrepancy (study 4). Implications of the findings for a theoretical understanding of subtyping versus differentiation and for the application of positioning strategies in the marketplace are discussed.

A Means-End Chain Model Based on Consumer Categorization Processes

Article

Apr 1982
J MARKETING

Jonathan Gutman

To practitioner and researcher alike, consumer values play an important role in understanding behavior in the marketplace. This paper presents a model linking perceived product attributes to values.

An Empirical Investigation of Consumer Memory, Attitude, and Perceptions toward Pioneer and Follower Brands

Article

Oct 1995
J MARKETING

The authors' study provides the first survey-based approach for examining consumer cognitions, affect, and reported behavior toward pioneer brands. Prior consumer research on pioneers has largely focused on automatic learning effects that are based on order of exposure. An entirely different issue is whether it matters to consumers to know, years after the product's introduction when follower brands are also available, that a particular brand was the product pioneer. The authors test six hypotheses, focusing on this issue as well as on new consumer behavior explanations for pioneer brand advantage. They find consumers to have a positive attitude toward pioneer brands in general, which is partially explained by their favorable perceptions of pioneer brands. In addition, a similarity is found between pioneer brand image and individual ideal self-image, which suggests that an association or desire for consistency between the two may be another explanation for favorable attitude and positive purchase intentions toward pioneer brands. The authors' findings support the idea that a potentially enduring, relatively inimitable competitive advantage may be created by the act of "pioneership."

“The Company and the Product: Corporate Associations and Consumer Product Responses”

Article

Jan 1997
J MARKETING

Although brand theorists suggest that what a person knows about a company (i. e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The authors examine the effects of two general types of corporate associations on product responses: One focuses on the company's capabilities for producing products, that is, corporate ability (CA) associations, and the other focuses on the company's perceived social responsibility, that is, corporate social responsibility (CSR) associations. The results of three studies, including one that measures respondents' CA and CSR associations for well-known companies and one that uses consumers recruited in a shopping mall, demonstrate that (1) what consumers know about a company can influence their beliefs about and attitudes toward new products manufactured by that company, (2) CA and CSR associations may have different effects on consumer responses to products, and (3) products of companies with negative associations are not always destined to receive negative responses. The authors conclude by discussing the implications of these findings for marketing managers and further research.

Managing Brand Equity

Article

May 1993

Segmentation and Positioning for Strategic Marketing Decisions

Article

Feb 1998

Brand Positioning

Article

Jan 2005

When TiVo launched its digital video recorder (DVR) system in 1999, the leading technology market research firm Forrester predicted, "These hard-drive machines will take off faster than any other consumer electronics product has before." Forrester projected that there would be greater than 50 percent household penetration by 2005.They were optimistic because TiVo allowed viewers to store a library of shows tailored to their preferences, pause or rewind live TV, and quickly skip through commer-cials. In addition,TiVo was easy to program. In its initial advertising,TiVo an-nounced that it would revolutionize television by empowering viewers to "Watch what you want, when you want." Although TiVo aficionados love it and recommend it with an almost evan-gelical zeal, sales have fallen far short of Forrester's (and others') enthusiastic initial forecasts. As of January 2005, only 2.3 million households (slightly less than 2 percent) had TiVo. At the same time, the adoption rate of DVRs was increasing as cable companies began to embrace the technology and offer their own systems. But TiVo's future remained uncertain. We contend that a critical factor in TiVo's lackluster performance was the absence of a clear brand positioning. Brand positioning refers to the specific, intended meaning for a brand in consumers' minds. More precisely, a brand's positioning articulates the goal that a consumer will achieve by using the brand and explains why it is supe-rior to other means of accomplishing this goal. In the case of TiVo, the brand was positioned as empowering consumers, but how and why it accomplished this goal was never clear. Was TiVo like a VCR in allowing consumers to record programs for playback at a later time? If so, what made it a superior means of performing this function? If TiVo wasn't a better version of the 11 C O P Y R I G H T E D M A T E R I A L VCR, then what was it and why was it uniquely empowering? Advertise-ments used to launch TiVo failed to answer these questions. This chapter addresses the challenge of developing a strong brand posi-tioning.We begin by outlining the key elements of a brand's position.These include the goal that the customer can expect to achieve by using the brand (frame of reference) and an indication of why the brand is superior in achiev-ing the goal (point of difference).This is followed by a more detailed assess-ment of how to select an appropriate customer goal, create a superiority claim, and orchestrate these elements to develop an effective position. We conclude by discussing how a brand's positioning can be evolved over time.

Depth versus Breadth Strategies for Global Brand Image Management

Article

Jun 2013

Martin S Roth

Developing and maintaining a brand image is vital to any successful marketing and communication campaign. An image that clearly communicates the needs satisfied by the brand contributes to brand equity and helps combat brand parity. The normative model of brand image management suggests that marketers should base their images on a single set of consumer needs (depth strategy), rather than multiple sets of needs (breadth strategy). The extent to which depth strategies outperformed breadth strategies (in terms of annual change in sales volume, profit margin, and market share) was investigated for U.S. consumer goods exported into international markets. These markets varied in terms of level of economic development, cultural context, and competition. While the results indicate that depth strategies do tend to perform best, there are conditions under which breadth strategies perform just as well.

Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal

Article

Jun 2013

Value-expressive advertising appeals are effective when the product is value-expressive, while utilitarian appeals are effective when the product is utilitarian. When the product is value-expressive, audience persuasion is influenced through self-congruity. Conversely, when the product is utilitarian, audience persuasion is influenced through functional congruity. The effectiveness of the value-expressive as opposed to utilitarian appeals is argued also to be a function of such product-related factors as differentiation, life cycle, scarcity, and conspicuousness, and consumer-related factors such as involvement, prior knowledge, and self-monitoring. Future research and managerial implications are discussed.

Perceived Believability of Warning Label Information Presented in Cigarette Advertising

Article

May 2013

Richard F. Beltramini

A series of new warning labels presenting information on specific research on the hazards of smoking recently has been developed by policy makers. The overall objective of the new series is to generate a response of belief in the risks of smoking and, ultimately, to influence smoking behavior. This investigation explores the perceived believability of the warning label information among young adults and suggests a number of implications from the results.

Beyond the Hierarchy of Effects: A Conceptual Framework

Article

May 2012

Sandra Ernst Moriarty

This paper briefly summarizes the various hierarchy-of-effects models and discusses them in terms of their usefulness for the setting of advertising message objectives. It proposes replacing process-oriented approaches with a model based on the three domains of message effects: perception, education, and persuasion. These domains are presented in a model that depicts interrelationships as well as a continuum of effect for the various types of domains. The conceptual framework offered in this paper suggests that the three domains are equally important, interdependent, and operate simultaneously.

Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links

Article

May 2013

This research examines the proposition that high perceived fit of a brand extension results when consumers can establish explanatory links that connect the parent brand and the extension. Explanatory links are created when salient parent brand associations are seen as relevant in the extension context. The salience and relevance of associations depends, in part, upon the dominant parent brand associations, the brand-to-extension relationship, and the communication strategy used to introduce the extension. Results indicated that extensions were poorly rated when the parent brand's dominant association was inconsistent with the extension's dominant association. Specifically, brands with dominant attribute-based associations (e.g., physical features) received lower evaluations than brands with dominant non-attribute-based associations (e.g., brand users) when extended to a category with no physical attributes in common. In this case, evaluations were improved with an elaborational communication strategy that provided information about worrisome extension attributes. On the other hand, brands with dominant non-attribute-based associations received lower evaluations than brands with dominant attribute-based associations when extended to a category with physical attributes in common. In this case, extension evaluations were improved with a relational communication strategy that raised the salience of the physical relationship between the categories.

A Profile of Responses to Commercials

Article

Jan 1979

M J Schlinger

Experimentation in the 21st Century: The Importance of External Validity

Article

Jul 1999

Russell S. Winer

Much of the consumer behavior literature is devored to what has been referred to as theory applications (TA) research in which the main focus is on laboratory experiments with student subjects and high internal validity. In this articlee, the author argues that external validity concerns should be given more attention, particulary in TA research. Three recommendations are made for implementing these concerns: (1) consumer behavior articles should be required to have a section indicating how increased levels of external validity can be obtained with other studies, (2) “joint ventures” between consumer behavior and marketing science researchers can be profitable and should be encouraged, and (3) analyses of electronic scanner panel data or other secondary data can be used to generate higher levels of external validity. Three examples are given from the marketing literature of how findings from experiments and scanner data can be combined to advance a stream of research.

The Reciprocal Effects of Brand Equity and Trivial Attributes

Article

May 2003

Brands increasingly introduce products with attributes that fail to provide consumers with meaningful benefits (i.e., trivial attributes). The authors present two experiments that examine the effect of brand equity on consumer valuation of such trivial attributes and the reciprocal effect that such a strategy may have on brand equity. The results show that both high and low equity brands benefit from offering an attractive trivial attribute in the absence of a disclosure of its true value. However, prechoice disclosure of an attribute's triviality heightens the role of the brand and context cues. Competing low equity brands benefit by sharing the trivial attribute with a higher equity brand, whereas competing high equity brands benefit from uniquely offering a trivial attribute. Postchoice revelation that an attribute is trivial hurts the subsequent ability of a low but not a high equity brand to differentiate in a new product category, particularly among subjects who had previously chosen the target brand. For insights on brand dilution, the authors also examine consumer attributions regarding marketer intent for offering a trivial attribute.

Modeling Hedonic Portfolio Products: A Joint Segmentation Analysis of Music Compact Disc Sales

Article

Aug 2001

The authors present a framework that enables researchers to differentiate better among a wide array of hedonic products. Specifically, the authors define and discuss characteristics of hedonic portfolio products and offer a joint segmentation model that is appropriate for understanding the sales dynamics of this class of products. The model offered in this article can accommodate a large degree of product heterogeneity through product clusters and model covariates. The basic premise is that several generic consumer segments exist and remain fixed across all albums, and each album (or each cluster of similar albums) can be viewed as drawing different proportions from each of these underlying segments. The authors also allow explanatory variables to have a differential impact on both components of the model - that is, accelerating purchase rates within a consumer segment and changing the proportions drawn from each consumer segment by each product cluster - thereby expanding or contracting the potential market size. The authors apply this model to music compact disc sales for 20 different albums and discuss the different effects of radio airplay and holiday buying on sales for a sample in the music industry.

A New Positioning Typology

Article

Dec 1985

C. Merle Crawford

When Merle Crawford set out to document the actual positioning practices of firms selling products and services in consumer and industrial markets, he had in mind the development of a straightforward typological description. He didn't expect to turn up a surprising new strategy category. What he found was that in addition to using product attributes as devices for differentiating their products from competitors', businesses frequently use one of several approaches that are substitutes for attribute positioning. He calls the new category “surrogate” positioning. Dr. Crawford says that surrogates permit a seller to communicate product attributes without having to describe them, and at the same time permit the description to be tailor-made to each individual who reads the advertisement.

Experiential Marketing

Article

Apr 1999

Bernd Schmitt

In this article, I contrast traditional marketing with a new approach to marketing called Experiential Marketing and provide a strategic framework for Experiential Marketing. Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. Five different types of experiences, or strategic experiential modules (SEMs), that marketers can create for customers are distinguished: sensory experiences (SENSE); affective experiences (FEEL); creative cognitive experiences (THINK); physical experiences, behaviours and lifestyles (ACT); and social-identity experiences that result from relating to a reference group or culture (RELATE). These experiences are implemented through so-called experience providers (ExPros) such as communications, visual and verbal identity, product presence, electronic media, etc. The ultimate goal of experiential marketing is to create holistic experiences that integrate individual experiences into a holistic Gestalt. The paper concludes with an examination of strategic issues and a discussion about how to create the experience-oriented organization.

How Competitive Forces Shape Strategy

Article

Jan 1979
HARVARD BUS REV

Michael E. Porter

The essence of strategy formulation is coping with competition. Yet it is easy to view competition too narrowly and too pessimistically. While one sometimes hears executives complaining to the contrary, intense competition in an industry is neither coincidence nor bad luck.

Symbolic and Functional Positioning of Brands

Article

Feb 1998
J Consum Market

Some brand strategists have distinguished between symbolic and functional brands, i.e. brands that basically satisfy consumers’ functional or product-related needs and brands bought to enhance self- or social esteem. It has been suggested that brands should be positioned as either functional or symbolic but not both. However, empirical research on the dimensionality of brand symbolism/functionality has been lacking. In this study, scales were developed to assess a brand’s symbolic or functional association with consumers. Subsequent data analysis suggests that brand symbolism and functionality are separate phenomena and, further, that symbolism comprises two dimensions, termed prestige and personality expression. Thus, contrary to current thinking, it seems that brands can be successfully positioned as both symbolic and functional and, if a symbolic brand concept is desired, prestige or upscaleness is just one of the possible positioning options available.

Segmentation and Positioning for Strategic Marketing Decisions

Article

Jan 1996

Myers JH

Principles of Marketing Management

Article

Jan 1986

Richard P. Bagozzi

Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study

Article

Jun 2002

Ming H. Hsieh

The author aims to answer two questions related to brand globalization: (1) whether the pattern of brand image dimensionality is similar across international markets and (2) how cohesive a brand image perception is in a global market. Results from a 20-country, 70-region study provide concrete evidence that supports the applicability of the proposed benefit-based multidimensional image structure that corresponds to consumers' sensory, utilitarian, and symbolic and economic need at both the global and the national level. On the basis of the identified image dimensions, the author proposes an alternative approach to measuring the degree of global brand image cohesiveness as an indicator of brand globalization. Global brand image cohesiveness is calculated on the basis of the summation of Euclid-ean distances between the column score of image dimensions of the home country (i.e., initial market) and that of foreign countries. Furthermore, nations are clustered on the basis of these column scores, and the resultant clusters correspond approximately to groups of countries that share similar levels of economic development, cultural dimension, or geographic distance, which suggests that national characteristics affect brand image perceptions. The findings provide implications for the practice of global brand image management.

Strategic Positioning in the UK Car Market

Article

May 1987
EUR J MARKETING

Nigel Meade

The relative position of products in the UK market is examined with the aid of multivariate statistical techniques. Two ways of plotting products to facilitate comparisons within and between manufacturing ranges are demonstrated. Pricing policies are examined and those manufacturers offering consistent discounts or consistently changing premiums are identified. The pricing policy model was used as a predictive tool to estimate the prices of a newly introduced range of cars. This approach can be used in any competitive market where the performance of products is numerically quantifiable.

Evaluating the effectiveness of brand-positioning strategies from a consumer perspective

Abstract

No full-text available

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