How to Measure the Effectiveness of Positioning?


 
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How to Measure the Effectiveness of Positioning?
Anneke Zwart, Student (University), Netherlands, Moderator
In order to know how effective positioning is, positioning effectiveness should be measured.
Two main groups of positioning measurements exist, namely company-based and customer-based.
1. Company-based positioning measurement approaches
With these approaches, managers are surveyed on the positioning they are exerting. Afterwards, the information obtained will be linked to the financial performance (sales, profits, market shares) of the brand.
2. Customer-based positioning measurement approaches
These approaches obtain information from customer surveys. The resulting information is used in several ways:
2a. One way is to determine whether the associations that we intended to establish in the mind of consumers are consistent with the actual perceived associations of the customers. Hereby it is assumed that efficient positioning is the degree to...Sign up
 

 
Measuring the Effectiveness of Positioning
Atmazaki, Professor, Indonesia, Member
You explained these two approaches to measuring the effectiveness of positioning well.
Both are valid and each has strengths, but perhaps the lat...Sign up
 

 
Measuring of Positioning Effectiveness: The 4 Dís of Branding
Jagdish Mehta, Entrepreneur, India, Member
There are many metrics to measure the potential of and actual effectiveness of brands. The simplest means is to apply the concept of what we call the ...Sign up
 

 
Measuring the Effectiveness of Positioning
George Kerstholt, Strategy Consultant, Netherlands, Member
These concepts are largely based ont he work of Foote, Cone & Belding, published as the FCB-grid in 1987. (A Guide to the FCB Grid, March 1987 ...Sign up
 

 
Measuring Effectiveness of Positioning is Difficult
BIJOYEN, Entrepreneur, India, Member
Measuring positioning effectiveness is a difficult task in the real world. The effectiveness can be measured on a segment basis, but overall market po...Sign up
 

 
Problems with Models to Measure Positioning
Juan Perez Eras, Accountant, Mexico, Member
Company-based positioning has a problem related to managers' criteria and subjectivity about the performance, therefore results could be unreliable / ...Sign up
 

 
How to Mesaure the Effectiveness of Positioning
Mahmoud
In my opinion companies should first set the rules for mesaurements and apply these rules for the positioning needed. Wether it will be company-based ...Sign up
 

 
Measuring Positioning Effectiveness
Jafeth Quintanilla, Teacher, Peru, Member
I believe that to for a further discussion about measuring the effectiveness of positioning, we must first have very clear what kind of positioning we...Sign up
 

 
 


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