Positioning Strategies for Existing Brands
نویسنده
چکیده
This note illustrates a simple theoretical model in which rival brands compete in positioning strategies and prices. The model provides an interpretation of brand positioning in a familiar spatial model. The ability of firms to observe promotional choices of their rivals affords them higher price margins through differentiation. Finally a reaction function analysis suggests that when a rival positions its product in order to gain market share, it is optimal for the firm to position the brand toward a niche rather than trying to recapture lost market share.
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تاریخ انتشار 2001