Concepedia

Brand Positioning Analysis

Brand Positioning Analysis is a strategic marketing framework that systematically identifies and evaluates the perceptual placement of a brand relative to competitors within a target market, distinguishing itself through its focus on aligning brand identity, consumer perception, and competitive differentiation to exploit market gaps.

96

Publications

5.5K

Citations

195

Authors

137

Institutions

Publications per year

2017–2026

27

Parents

Publications

96

Mining Marketing Meaning from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation

Seshadri Tirunillai, Gerard J. Tellis · Journal of Marketing Research · 2014 · 771 citations

, , +13

Positioning of Store Brands

Serdar Sayman, Stephen J. Hoch, Jagmohan S. Raju · Marketing Science · 2002 · 387 citations

, , +11

The Strategic Positioning of Store Brands in Retailer–Manufacturer Negotiations

Fiona Scott Morton, Florian Zettelmeyer · Review of Industrial Organization · 2004 · 296 citations

, , +16

The Use of Comparative Advertising for Brand Positioning: Association Versus Differentiation

Cornelia Pechmann, S. Ratneshwar · Journal of Consumer Research · 1991 · 223 citations

, , +17

Product Attributes Model: A Tool for Evaluating Brand Positioning

Carol F. Gwin, Carl R. Gwin · The Journal of Marketing Theory and Practice · 2003 · 173 citations

, , +17

1–5 of 96

Authors

195

  1. HW
    Hui‐Ju Wang

    Fo Guang University, Taiwan

    3 publications · 73 citations

    3

    h-index

  2. JN
    Julie Napoli

    Curtin University, Australia

    2 publications · 170 citations

    2

    h-index

  3. MB
    Michaël Beverland

    Monash University, Australia

    2 publications · 170 citations

    2

    h-index

  4. DG
    Donald G. Morrison

    Columbia University, United States

    2 publications · 158 citations

    2

    h-index

  5. MG
    Maribel García Rojas

    Corporación Unificada Nacional de Educación Superior, Colombia

    2 publications · 43 citations

    2

    h-index

1–5 of 195

Institutions

137

  1. Cornell University

    Ithaca, United States

    4 h-index

    5 publications

    358 citations

  2. Monash University

    Melbourne, Australia

    3 h-index

    3 publications

    236 citations

  3. University of California, Los Angeles

    Los Angeles, United States

    3 h-index

    4 publications

    409 citations

  4. Fo Guang University

    Yilan, Taiwan

    3 h-index

    3 publications

    73 citations

  5. University of Nevada, Las Vegas

    Las Vegas, United States

    2 h-index

    3 publications

    91 citations

  6. University of Wisconsin–Milwaukee

    Milwaukee, United States

    2 h-index

    3 publications

    88 citations

  7. University of Sussex

    Brighton, United Kingdom

    2 h-index

    2 publications

    100 citations

  8. Corporación Unificada Nacional de Educación Superior

    Bogotá, Colombia

    2 h-index

    7 publications

    155 citations

1–8 of 137

Venues

  1. Journal of Marketing Research

    10 publications · 1.3K citations

    10

    h-index

  2. Journal of Brand Management

    6 publications · 197 citations

    6

    h-index

  3. Management Science

    3 publications · 306 citations

    3

    h-index

  4. International Journal of Market Research

    3 publications · 66 citations

    3

    h-index

  5. Journal of Business Research

    JBR · 3 publications · 120 citations

    3

    h-index

1–5