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dc.contributor.authorOlsen, Lars Erling
dc.contributor.authorPappas, Ioannis
dc.contributor.authorSamuelsen, Bendik Meling
dc.contributor.authorWarlop, Luk
dc.description.abstractPurpose –Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, the current article examines which of these brand positioning strategies performs better under dynamic market conditions. Design/methodology/approach – Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study 1 tests how brand strategy (broad vs. narrow) affects defensive brand performance. Study 2 tests how broad vs. narrow brands perform differently in a brand extension scenario (offensive brand performance). Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario. Findings – The results show that a narrow brand positioning strategy leads to a competitive advantage. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands. Research implications – The article shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context. Practical implications – Brand managers would benefit from a narrow brand positioning strategy in accordance with the USP school of thought used by many marketing practitioners. Originality – The paper demonstrates that narrow brand positioning performs better than broad brand positioning in dynamic markets, and to our knowledge is the first to do so.en_US
dc.rightsNavngivelse-Ikkekommersiell 4.0 Internasjonal*
dc.subjectbrand positioningen_US
dc.subjectassociative memoryen_US
dc.subjectcompetitive performanceen_US
dc.titleBroad vs. Narrow brand positioning: Effects on competitive brand performanceen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.source.journalEuropean Journal of Marketingen_US

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Navngivelse-Ikkekommersiell 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse-Ikkekommersiell 4.0 Internasjonal