A new approach to network analysis for brand positioning

Hui-Ju Wang

The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.

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). Positio

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