Impact of Positioning Strategies on Corporate Performance

Charles Blankson, Stavros P. Kalafatis, Julian Ming-Sung Cheng, and Costas Hadjicharalambous

In spite of the importance of positioning in advertising research and practices and the documented assertion that positioning positively affects profitability and long-term success of the firm, to date, extant research has largely overlooked empirical research aimed at examining the impact of positioning strategies on firm performance such as sales, profits, ROI, market share, consumers' perceptions, etc.

Impact of Positioning Strategies on Corporate Performance

Charles BlanksonUniversity of North TexasStavros P. KalafatisKingston UniversityJulian Ming-Sung ChengNational Central UniversityCostas HadjicharalambousState University

INTRODUCTION

That the concept of positioning is recognized as one of the important components of advertising and modern marketing theory and practice (Alden, Steenkamp, and Batra, 1999; Hooley and Greenley, 2005; Prince, 1990; Ries and Trout, 1986; Rossiter and Percy, 1997) cannot be overemphasized. This is more so because advertising and positioning are inextricably geared toward creating value for any firm and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands