IDEAS home Printed from https://ideas.repec.org/a/eph/journl/v2y2007i2n3.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://www.managementmarketing.ro/pdf/articole/59.pdf
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:2:y:2007:i:2:n:3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Simona Vasilache (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.