As part of the 1989 Market Research Week initiative to promote the “Your Opinion Counts” campaign, a number of the leading Telephone Research agencies volunteered to undertake a telephone research study amongst consumers nationwide. The principle objective of the study was to provide useful information for promotion purposes, covering the views of people in Britain about the major issues confronting our people today, and their opinion of the sort of place they think the world will be in 1999.
Despite the importance of positioning in marketing, we have little empirical evidence about the characteristics of positioning strategy that influence effectiveness and the relationship between position-congruity and positioning efficiency. By applying multiple methodologies, we examined six golf brands to discover the effectiveness of brand positioning strategies and the relationship between position-congruity and efficiency. We found that (1) feature positioning strategy was as effective as benefit positioning strategy; (2) surrogate positioning strategy was most effective; and (3) a linear relationship exists between positioning efficiency and brand position-congruity between intended and perceived positioning.
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