This marketing academic research paper explores the concept of positioning in marketing and management.
The paper provides a comprehensive systematic review of 152 identified articles in the marketing discipline to reveal how researchers have explored this concept so far.
The paper aims to explore the various ways in which positioning has been defined in the literature to determine whether these definitions are different and also what they have in common.
Paper title: "Positioning - A Literature Review" .
Published in: Journal of Product & Brand Management.
The concept of positioning can be traced back to the 1960s when positioning was popularized in consumer product marketing by pioneers such as Alpert and Gatty (1969).
They identified positioning as the differentiation of brands according to consumer perceptions.
The study provides a comprehensive review of the literature spanning from 1969 to 2017.
The different types of positioning strategies identified in the literature review include:
- Competition Perspective: This perspective emphasizes creating a distinct competitive position in the target market's minds. Authors such as Kapferer (2004) and Kotler (2003) have highlighted the importance of emphasizing the distinctive characteristics that differentiate a product from its competitors.
- Empty Slot/Mind Perspective: This perspective focuses on finding and filling an empty slot in the minds of prospective buyers. It is rooted in the idea of creating a unique and memorable space in the consumer's mind, as popularized by Ries and Trout's work on positioning.
- Differentiation Perspective: This perspective emphasizes the importance of creating meaningful differentiation in an offering. Authors such as Myers (1996) and Zikmund and D'Amico (1989) have highlighted the problem of differentiating one's own product/service from other competing entries in the marketplace.
- Competitive Advantage Perspective: This perspective underlines the idea that positioning helps in gaining a competitive advantage by implementing a value-creating strategy not simultaneously being implemented by any current or potential competitors. It is articulated by authors such as Palmer (1994) and Hooley et al. (1998).
The paper offers valuable insights for enhancing brand positioning strategies in today's marketing landscape. Here are some concise suggestions on how to use this paper to enhance your marketing role:
- Comprehensive Understanding: The paper reveals the lack of a coherent definition for positioning and the absence of mutual agreement among marketing scholars and practitioners about the exact meaning of the concept
- Develop Positioning Strategies: Marketers can use this insight to develop and implement effective positioning strategies for their brands, taking into account the various perspectives identified in the paper.
- Analyze Current Research: The paper will be useful for academicians to analyze the current nature of academic research in this area and will provide an added advantage to managers to design and implement positioning strategies for their product/brands that will allow their organizations to gain a competitive advantage.
- Enhance Brand Success: Marketers can use this insight to prioritize and refine their brand positioning decisions, recognizing the significant impact it has on brand success.
- Interrelatedness of Branding and Positioning: Marketers can leverage this insight to ensure that their branding efforts are closely aligned with their positioning strategies, ultimately contributing to the overall success of their brands.
