Construct · 1 fields · 1 citations

differentiated versus subtyped brand positioning: a standalone construct

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Branding

the contrast between positioning a new brand as a strongly different subtype of its category and positioning it as moderately different within the category.

In branding, differentiated versus subtyped brand positioning refers to the contrast between positioning a new brand as a strongly different subtype of its category and positioning it as moderately different within the category. This meaning comes from Sujan (1989) in Journal of Marketing Research.[1]

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Nearby constructs

category4 fields · 4 citationsjingle · one word, four constructs contrast4 fields · 4 citationsjingle · one word, four constructs positioning4 fields · 4 citationsjingle · one word, four constructs

References

Sujan, M., & Bettman, J. R. (1989). The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research. Journal of Marketing Research, 26(4), 454-467. https://doi.org/10.1177/002224378902600407

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