Positioning grid

Brand positioning strategies can be based on cognitive and emotional attributes; the balance largely depends on whether an individual brand is part of a low or high involvement category.

Positioning grid

Franz Rudolf Esch & Travis Levermann

Positioning strategies can be based on cognitive as well as on emotional brand attributes. The choice depends on the level of involvement in the product category. In low cognitive-involvement categories,...

Not a subscriber?

Schedule your live demo with our team today