Concepedia

Brand Positioning

Brand Positioning is a strategic marketing construct that specifies how a brand is uniquely perceived in relation to competitors within a target audience’s mind, distinguished by its deliberate emphasis on particular values, attributes, or benefits to occupy a distinct and advantageous place in a market.

1K

Publications

89K

Citations

1.8K

Authors

876

Institutions

Publications per year

2017–2026

274

Variants

Nonprofit Brand Positioning

Parents

Children

Publications

1K

Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

Journal of Consumer Marketing · 2000 · 3.3K citations

, , +14

Consumer Evaluations of Brand Extensions

David A. Aaker, Kevin Lane Keller · Journal of Marketing · 1990 · 2.5K citations

, , +15

Brands and Branding: Research Findings and Future Priorities

Kevin Lane Keller, Donald R. Lehmann · Marketing Science · 2006 · 2.3K citations

, , +10

Strategic Brand Concept-Image Management

C. Whan Park, Bernard J. Jaworski, Deborah J. MacInnis · Journal of Marketing · 1986 · 1.9K citations

, , +10

Country as brand, product, and beyond: A place marketing and brand management perspective

Philip Kotler, Drew Gertner · Journal of Brand Management · 2002 · 1.9K citations

, , +14

1–5 of 1K

Authors

1.8K

  1. MK
    Mihalis Kavaratzis

    University of Leicester, United Kingdom

    9 publications · 710 citations

    9

    h-index

  2. JR
    Jennifer Rowley

    Manchester Metropolitan University, United Kingdom

    8 publications · 904 citations

    8

    h-index

  3. NM
    Nigel Morgan

    Cardiff Metropolitan University, United Kingdom

    8 publications · 709 citations

    8

    h-index

  4. LD
    Leslie de Chernatony

    University of Birmingham, United Kingdom

    8 publications · 759 citations

    8

    h-index

  5. BJ
    Bart J. Bronnenberg

    Tilburg University, Netherlands

    7 publications · 550 citations

    7

    h-index

1–5 of 1.8K

Institutions

876

  1. Griffith University

    Brisbane, Australia

    12 h-index

    19 publications

    2K citations

  2. Erasmus University Rotterdam

    Rotterdam, The Netherlands

    11 h-index

    18 publications

    1.3K citations

  3. Monash University

    Melbourne, Australia

    10 h-index

    10 publications

    593 citations

  4. Copenhagen Business School

    Copenhagen, Denmark

    10 h-index

    10 publications

    526 citations

  5. Columbia University

    New York, United States

    9 h-index

    12 publications

    5.2K citations

  6. University of North Texas

    Denton, United States

    9 h-index

    11 publications

    567 citations

  7. University of Vienna

    Vienna, Austria

    8 h-index

    16 publications

    1K citations

  8. University of Otago

    Dunedin, New Zealand

    8 h-index

    14 publications

    2.8K citations

1–8 of 876

Venues

  1. Journal of Marketing Research

    41 publications · 6.6K citations

    34

    h-index

  2. Journal of Brand Management

    60 publications · 6.7K citations

    32

    h-index

  3. Place Branding and Public Diplomacy

    46 publications · 3.2K citations

    28

    h-index

  4. Journal of Business Research

    JBR · 35 publications · 3.3K citations

    27

    h-index

  5. Journal of Product & Brand Management

    41 publications · 3.2K citations

    26

    h-index

1–5