How to Measure the Effectiveness of Positioning?




Positioning
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Anneke Zwart
Student (University), Netherlands

How to Measure the Effectiveness of Positioning?

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 perceptual maps which determine a brand’s position in a “virtual space”, displaying how consumers perceive the good compared to other products in terms of for example properties and preferences.
Source: Fuchs, C. and A. Diamantopoulos. (2012). Customer-perceived Positioning Effectiveness: Conceptualization, Operationalization, and Implications for New Product Managers*. Product Development & Management Association vol. 29, 229-244.

Example of Perceptual Map

Example of Perceptual Map
 

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7
Atmazaki
Professor, Indonesia
 

Measuring the Effectiveness of Positioning

You explained these two approaches to measuring the effectiveness of positioning well. Both are val... Sign up

 
11
Jagdish Mehta
Entrepreneur, India
 

Measuring of Positioning Effectiveness: The 4 D’s of Branding

There are many metrics to measure the potential of and actual effectiveness of brands. The simplest ... Sign up

 
3
George Kerstholt, Netherlands
 

Measuring the Effectiveness of Positioning

These concepts are largely based ont he work of Foote, Cone & Belding, published as the FCB-grid in ... Sign up

 
2
BIJOYEN
Entrepreneur, India
 

Measuring Effectiveness of Positioning is Difficult

Measuring positioning effectiveness is a difficult task in the real world. The effectiveness can be ... Sign up

 
2
Juan Perez Eras, Mexico
 

Problems with Models to Measure Positioning

Company-based positioning has a problem related to managers' criteria and subjectivity about the per... Sign up

 
0
Mahmoud, Saudi Arabia
 

How to Measure the Effectiveness of Positioning

In my opinion companies should first set the rules for mesaurements and apply these rules for the po... Sign up

 
2
Jafeth Quintanilla
Teacher, Peru
 

Measuring Positioning Effectiveness

I believe that to for a further discussion about measuring the effectiveness of positioning, we must... Sign up

   

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