Market Positioning of Differentiated Products

Dimitrios Giannias

International Journal of the Economics of Business, 1999, vol. 6, issue 1, 29-39

Abstract: A brand is a mean of product differentiation and a kind of a sign by which we can distinguish one commodity from another. Consumers' utility, as well as commodity prices are affected by brands. Therefore, the market positioning of branded products is important for firms, too, since it affects profits. This paper presents a theoretical framework that incorporates aspects of brand in microeconomic analysis and the tools for an effective market positioning of differentiated products. A case study illustrates the workings of the methodology; the application evaluates the quality of major tyres producers and undertakes their market positioning.

Keywords: Market Positioning; Comparative Product; Brand Evaluation (search for similar items in EconPapers)
Date: 1999
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DOI: 10.1080/13571519984296

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