Purpose - The relative congruence among intended, conveyed and perceived brand positions is important research task. As well, how to ensure such synergy and minimize incongruence is an important research question both to theory and to practice. (1) The purpose of this research is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, and (2) to establish whether there is evidence of congruence/fit between managerial decisions, adopted communications and target audience perceptions of positioning strategies of the brands.
Design/methodology/approach - Following extensive review of the literature, triangulation research method (face-to-face long interviews, survey and content analysis) characterized this study.
Findings - The findings reveal that overall parity between the three media (TV, newspaper, and pamphlets, leaflets, brochures, billboards) is evident in terms of failure to translate managerial decisions into corresponding positioning messages. The findings also show that fit or congruence between managerial decision and communicated message fails to deliver the desired message in 19% of the observations. Further 23% of the adopted strategies are neither present in communications nor perceived by the target audience. Irrespective of a positioning strategy being adopted or not, there is total congruence/fit between messages in newspapers, target audience’s perceptions while the corresponding results for TV, and other media is moderate. Moreover, channels for positioning offerings can be multifaceted and they do not strictly have to occur via communications. Only "brand name" positioning strategy demonstrates total fit while "top of the range" shows high frequency of failure to translate managerial decisions into appropriate communication messages.
Originality/value - This paper offers useful insights into the overall differences between the three media (TV, newspaper, and pamphlets, leaflets, brochures, billboards) in the positioning of service brands. The study is a step forward in the diagnosis of the congruence/fit or coherence in the positioning activities between managers, firm practices and consumers’ perceptions. Without this knowledge, executives may encounter difficulties and challenges in their efforts at establishing, maintaining, or reframing market "positions" for their offerings.
Journal of Product & Brand Management, 23 (3), 2014.
Ανάκτηση από: emeraldinsight