A new approach to network analysis for brand positioning

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). 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