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The correct positioning of a brand is basic and fundamental to its success: An incorrect or suboptimal positioning can doom a brand to underperformance or failure. So, how does one arrive at an optimal positioning for a given brand? The search for an optimal positioning begins in the mind of the consumer, and it is here that we must turn to marketing research for help...
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So, how does one arrive at an optimal positioning for a given brand? The search for an optimal positioning begins in the mind of the consumer, and it is here that we must turn to marketing research for help.
Research Methods for Positioning
The first problem relates to who you talk to regarding positioning or repositioning of a brand...
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General points of the essay
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