A new approach to network analysis for brand positioning
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
