Markenpositionierung: Wichtige Techniken für Positionierungsanalysen

Abstract

Analyzing brand positioning is essential for companies to successfully position their brand in a highly competitive market. Brand positioning is about ensuring that brands are perceived by consumers as desired by a company. This scientific paper deals with positioning techniques that are used to create perception maps. The problem lies in the identification of suitable techniques that provide realistic and meaningful positioning models in order to provide a basis for strategic marketing decisions. The structure of the thesis begins with a theoretical introduction to the concept of brand positioning. Basic terms such as brand, brand identity and brand image are explained and positioning strategies are presented. The main part of the thesis focuses on the investigation and comparison of positioning techniques. The methodology includes a literature review and a structured and detailed comparison of methods. Factor analysis, multidimensional scaling, discriminant analysis and correspondence analysis are among the most frequently used techniques. These are described in detail. Each technique is examined in terms of how it works, its advantages and disadvantages and its possible applications. The concrete results of the work show that each positioning technique has specific strengths and weaknesses. Factor analysis and discriminant analysis are particularly suitable for analyzing a large number of attribute ratings and offer clear, interpretable dimensions in comparison to the other techniques. Multidimensional scaling is ideal when there are no precise ideas of relevant characteristics because it positions brands on the basis of similarity judgments. Correspondence analysis is used for the analysis and visualization of categorical data. The choice of the appropriate method depends on the specific objectives of the positioning analysis and the available data. The descriptions of the modes of operation make it clear that the interpretation of the positioning models generated is complex and requires a good basic understanding of statistics. It is also noted that the representation of brands in a space with few dimensions is accompanied by a loss of information due to data reduction.

Date of Award	2024
Original language	German (Austria)
Supervisor	Harald Kindermann (Supervisor)