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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...
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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... |
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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 ... |
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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 / ... |
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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... |
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Special Interest Group Leader
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Positioning
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