A new approach to network analysis for brand positioning
Hui-Ju Wang
Fo Guang University
Introduction
Brand positioning is regarded as a key tool for brand implementation in competitive markets (Aaker 1996; Hooley et al. 1998; Kotler 2000). Positioning is the act of designing an organisation’s offering and image to occupy a distinctive place in the target market’s mind (Kotler 2000). Essentially, the notion of brand positioning is an offshoot of differentiation whereby the researcher attempts to explore the differentiated dimensions of positioning in terms of consumer or managerial/organisational perspectives through a number of approaches.
A review of the extant...