Positioning grid

Franz Rudolf Esch and Travis Levermann

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, the consumer is passive, and not really interested in product information.

In high cognitive-involvement categories, consumers do actively process information. In high emotional-involvement categories, consumers do not really deliberate on product-attributes, but react directly to brands appealing to an emotional need, displaying a distinct attitude.

This leads to four positioning strategies:

  1. Mixed positioning:Both instrumental and emotional brand associations are...

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