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A Statistical Approach to Brand Positioning

Author

Listed:
  • Alexandru Isaic-Maniu

    (Academia de Studii Economice din Bucuresti)

  • Viorel Gh. Voda

    (Institutul de Statistica Matematica si Matematica Aplicata al Academiei Romane)

Abstract

In this work, we discuss the concept of brand and, after a brief presentation of the origins of it and its relationship with trademarks and quality marks, we propose a new perceptual map to compare two similar brands. This perceptual map is inspired by a scheme used in quality control, specifically in the capability of a technological process evaluation problem. We advance also a proposal to use so-called "deprivation index" (belonging to Townsend) which may be considered as a fraction defective in judging the quality of a certain system. Relevant references related to these ideas are also given in the text.

Suggested Citation

  • Alexandru Isaic-Maniu & Viorel Gh. Voda, 2007. "A Statistical Approach to Brand Positioning," Management & Marketing, Economic Publishing House, vol. 2(2), Summer.
  • Handle: RePEc:eph:journl:v:2:y:2007:i:2:n:3
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