Study on the Influence of Brand Positioning on the Competitive Performance of Organizations
DOI:
https://doi.org/10.24023/FutureJournal/2175-5825/2018.v10i3.400Keywords:
Brand positioning, competitive performance, mind share, market share, brands.Abstract
Having a differentiated positioning is essential for a organization to survive in some highly competitive, and fast in terms of technology and globalized markets. The positioning is considered one of the key elements in modern marketing management, however, the term positioning has introduced some confusion between marketing and academic professionals. Using mind share and market share as measurable variables of brand positioning and competitive performance, respectively, this study sought to identify the main objective when the brand positioning can influence the competitive performance of an organization. To this end, a quantitative approach was used on a longitudinal desk research and applied to the Spearman correlation technique. It was not possible to identify if the brand positioning is determinant on competitive performance, however, it was concluded that this exerts a moderate influence on the organization's competitive performance, since the analyzed period showed a moderate positive correlation between the variables, indicating they moves in in the same direction and that the greater the growth of a variable, the larger the probability of occurring the same with each other, contributing to earlier studies. This study also corroborates the definition and distinction in relation to the concepts of brand positioning and competitive positioning, besides to proposing the use of identity as a leading element for the brand positioning strategy.
Downloads
References
Aaker, D. A. & Day, G. S. (1974). A dynamic model of relationships among advertising, consumer awareness, attitudes, and behavior. Journal of Applied Psychology, 59(3), 281-286.
Aaker, D. A. (1998). Marcas: brand quity. São Paulo: Elsevier.
Aaker, D. A. (2007). Construindo marcas fortes. Porto Alegre: Bookman.
Aaker, D. A. & Joachimsthaler, E. (2007). Como construir marcas líderes. Porto Alegre: Bookman.
Achenbaun, A. A. (1974). Who says you need research to position a brand? Journal of Advertising, 3(3), 21-24.
Azevedo, M. C. & Costa, H. G. (2001). Métodos para avaliação da postura estratégica. Caderno de Pesquisas em Administração, 8(2), 1-18.
Bainsfair, P. (1990). Create your own context and find a place in the public mind. Compaign, 16 Nov.
Barros, C., Brugger, E., Bertuol, J. & Baggiotto, A. (2014). Campanha institucional Dove: Apaixone-se por você mesma. In Anais do XV Congresso de Ciências da Comunicação da Região Sul.
Berry, L. L. (2000). Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, 28(1), 128-137.
Blankson, C. (2001). Some issues about the concept of positioning: an overview. In Atlantic Marketing Association Conference, Portland.
Blankson, C. & Kalafatis, S. P. (1999). Issues and challenges in the positioning of services brands: a review. Journal of Product & Brand Management, 8(2), 106-118.
Brito, R. P. & Brito, L. A. L. (2012). Vantagem competitiva, criação de valor e seus efeitos sobre o desempenho. Revista de Administração de Empresas, 52(1), 70-84.
Buil, I., Martínez, E. & Chernatony, L. (2010). Medición del valor de marca desde un enfoque formative. Cuadernos de Gestión, 10(Especial), 167-196.
Clancy, K. J. (2001) Whatever happened to positioning? v. 14, Aug, Newton. Disponível em: <http://www.brandframe.no/files/Fagartikler1_50/128whateverhappendpositioning.pdf>. Acesso em: 12/04/2016.
Cooper, D. R. & Schindler, P. S. (2011). Métodos de pesquisa em administração. Porto Alegre, Bookman.
Cravens, D. W. (1994). Strategic Marketing. Illinois: Richard D. Irwin Inc.
Crescitelli, E. & Figueiredo, J. B. (2009). Brand equity evolution: a system dynamics model. Brazilian Administration Review, 6(2), 101-117.
Creswell, J. W. (2010). Projeto de pesquisa: método qualitativo, quantitativo e misto. Porto Alegre: Artmed.
Datafolha. (2015) Sobre o Top of mind. Datafolha, São Paulo. Disponível em <http://datafolha.folha.uol.com.br/produtos/topofmind/>. Acesso em 01/09/2016.
DiMingo, E. P. (1988). The fine art of positioning. The Journal of Business Strategy, 9(2), 34-38.
Doyle, P. & Saunders, J. (1985) Market segmentation and positioning in specialized industrial markets. Journal of Marketing, 49(2), 24-32.
Euromonitor. (2015). Research Methodology. Euromonitor International©, 2015. Disponível em <http://www.euromonitor.com/research-methodology-countries-and-consumers>. Acesso em 01/09/2016.
Folha. (2014). Top of mind: Datafolha revela as marcas mais lembradas no Brasil. Folha de S. Paulo, São Paulo. Disponível em <http://www1.folha.uol.com.br/topofmind/2014/10/1529283-top-of-mind-datafolha-revela-as-marcas-mais-lembradas-no-brasil.shtml>. Acesso em 01/09/2016.
Fisher, C. (1991). At some papers: loyalty pays. Advertising Age, 62(33), S2-S5.
Gouvêa, M. A., Toledo, G. L. & Filho, L. N. R. (1999). Segmentação de Mercado: procedimento e técnicas o caso de uma empresa de serviços. In Anais do III Seminários em Administração.
Hair, J, F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2005). Análise multivariada de dados. Porto Alegre: Bookman.
Hill, R. C., Griffiths, W. E. & Judge, G. G. (2003). Econometria. São Paulo: Saraiva.
Hooley, G. J. & Saunders, J. A. (1996). Posicionamento competitivo. São Paulo: Makron Books.
Hooley, G. J., Saunders, J. A. & Piercy, N. F. (2005) Estratégia de marketing e posicionamento competitivo. São Paulo: Pearson Prentice Hall.
Huang, H. (2014). Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty. Expert Journal of Marketing, 2(1), 15-27.
Keller, K. L. (2003). Strategic brand management. Upper Saddle River: Prentice Hall.
Keller, K. L. & Lehmann, D. R. (2006). Brands and branding: research findings and future priorities. Marketing Science, 25(6), 740-759.
Keller, K. L. & Machado, M. (2006). Gestão estratégica de marcas. São Paulo: Pearson Prentice Hall.
Khauaja, D. M. R. & Prado, K. P. L. A. (2008) Contextualização das marcas. In: Serralvo, F. A. (Org.). Gestão de marcas no contexto brasileiro. São Paulo: Saraiva, p. 11-35.
Kotler, P. (1998). Administração de marketing. São Paulo: Atlas.
Kotler, P. & Keller, K. L. (2006). Administração de marketing. São Paulo: Pearson Prentice Hall.
Lopes, K. P. & Júnior, M. M. O. (2002). Estratégias de marcas em processos de aquisição – um estudo de caso exploratório na indústria de alimentos. Revista Administração em Diálogo, 4(1), 1-16.
Martínez, E. & Chernatony, L. (2004). The effect of brand extension strategies upon brand image. The Journal of Consumer Marketing, 21(1), 39-50.
McAlexander, J. & Becker, B. (1993). Positioning health care services: yellow pages advertising. Journal of Health Care Marketing, 13(1), 54-58.
Nunes, G. (2002). “Marcas” é o maior ativo das empresas na nova economia. Swisscam Magazine.
Ogilvy, D. (1985). Ogilvy on advertising. London: Ramdon House Inc.
Oliveira, B. (2005). Proposição de um modelo de marketing para o reposicionamento de serviços. Tese (Doutorado em Administração) – Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo.
Oliveira, B. & Campomar, M. C. (2007). Revisitando o posicionamento em marketing. Revista de Gestão da USP, 14(1), 41-52.
Oliveira, B. & Gouvêa, M. A. (2012). O relacionamento entre a lembrança da marca e a sua participação de mercado. Revista Pretexto, 13(2), 28-39.
Porter, M. E. (2004). Estratégia competitiva. Rio de Janeiro: Elsevier.
Possas, S. (1999). Concorrência e competitividade: notas sobre estratégia e dinâmica seletiva na economia capitalista. São Paulo: Hucitec.
Ries, A. & Trout, J. (2009). Posicionamento. São Paulo: M. Books do Brasil.
Sampieri, R. H., Collado, C. F. & Lucio, M. P. B. (1991). Metodología de la investigación. Ciudad de México: McGraw-Hill.
Santana, A. C., Carvalho, D. F. & Mendes, F. A. T. (2005). O desempenho competitivo das empresas de polpa de fruta do APL de fruticultura no nordeste paraense. In Anais do XLIII Congresso da SOBER.
Santana, A. C. (2007). Índice de desempenho competitivo das empresas de polpa de frutas do Estado do Pará. Revista de Economia Rural, 45(3), 749-775.
Serralvo, F. A. & Furrier, M. T. (2004). Fundamentos do posicionamento de marcas – uma revisão teórica. In Anais do VII Seminários em Administração.
Stocchi, L. & Fuller, R. (2017) A comparison of brand equity strength across consumer segments and markets. Journal of Product & Brand Management, no prelo, 2017.
Toledo, G. L. & Hemzo, M. A. (1991). O processo de posicionamento e o marketing estratégico. In Anais do XV EnANPAD.
Urban, G. (1975). Perceptor: a model for product positioning. Management Science, 21(8), 858-871.
Veloso, A. R. (2008). Estratégias de segmentação de posicionamento direcionadas para o mercado infantil. Tese (Doutorado em Administração) – Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo, 2008.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
2. The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
3. The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
4. The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
5. Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 internacional, which allows the work to be shared with recognized authorship and initial publication in this journal.
6. Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
7. Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
• 8. Authors are able to use ORCID is a system of identification for authors. An ORCID identifier is unique to an individual and acts as a persistent digital identifier to ensure that authors (particularly those with relatively common names) can be distinguished and their work properly attributed.
