How to Measure the Effectiveness of Positioning?

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Anneke Zwart
Student (University), Netherlands
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 which there is consistency between what companies claim and the perception of the customers. 2b. The other way is using (...) Read more? Sign up for free

  Atmazaki
Professor, Indonesia
 

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Entrepreneur, India
 

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  BIJOYEN
Entrepreneur, India
 

Measuring Effectiveness of Positioning is Difficult

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  Juan Perez Eras
 

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  Mahmoud
 

How to Measure the Effectiveness of Positioning

In my opinion companies should first set the rules (...)

  Jafeth Quintanilla
Teacher, Peru
 

Measuring Positioning Effectiveness

I believe that to for a further discussion about m (...)

 

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