Why a new approach to positioning analysis?

 There is no good way to identify the relevant evaluative dimensions to use in positioning a brand.

Every marketing textbook describes positioning, but there are almost no discussions of how to choose the variables to position on. Rather, examples of completed positioning maps are shown, the implication being that it is easy to come up with them. Of course, it's not easy, and the fact that so many brands are positioned poorly testifies to that.

A Buyer Behavior Flow Chart is a device that aids in understanding the process that consumers use to choose among brands in a market and one that, so constructed, shows both the most important evaluative dimensions to the consumer and the most important evaluative dimensions dimensions that can be used to differentiate a brand.

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