Positioning options for achieving brand association - A psychological categorization framework

The strategic importance of the product positioning decision in achieving success in the marketplace is well recognized. However, there has been relatively limited development of the theoretical foundation for the positioning options that are available to firms, This article proposes a conceptual approach that can assist marketing managers in making a major positioning decision: What type of comparisons should be emphasized to achieve brand association? The framework is derived from the psychological literature on categorization. Five sets of propositions linking product positioning options with the processing of brand level information by consumers are developed. The managerial implications of the propositions for formulating an associative positioning strategy for a brand are presented. (C) 2001 Elsevier Science Inc. All rights reserved.