Experiential Positioning: Strategic Differentiation of Customer-Brand Relationships

ABSTRACT - Positioning is one of the most important strategic activities in marketing. This research introduces the concept of experiential positioning to demonstrate how firms can differentiate their offerings from competitive offerings in the pursuit of long-term relationships with customers. We analyze a large sample of TV commercials to examine how online brokerage firms can achieve competitive differentiation using experiential positioning. Archetype analysis and relationship theory are used to identify the pairings of customer and organizational archetypes that constitute the basic forms of relationship experience available within the category of online trading. Our approach offers a systematic analysis of category positions and allows us to make strategic suggestions to manage positioning strategies over time based on the viability of different archetypes and their corresponding shadow forms.



Citation:

Michael S. Mulvey and Dan Padgett (2001) ,"Experiential Positioning: Strategic Differentiation of Customer-Brand Relationships", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 196.

European Advances in Consumer Research Volume 5, 2001      Page 196

EXPERIENTIAL POSITIONING: STRATEGIC DIFFERENTIATION OF CUSTOMER-BRAND RELATIONSHIPS

Michael S. Mulvey, Rutgers University, U.S.A.

Dan Padgett, Tulane University, U.S.A.

ABSTRACT -

Positioning is one of the most important strategic activities in marketing. This research introduces the concept of experiential positioning to demonstrate how firms can differentiate their offerings from competitive offerings in the pursuit of long-term relationships with customers. We analyze a large sample of TV commercials to examine how online brokerage firms can achieve competitive differentiation using experiential positioning. Archetype analysis and relationship theory are used to identify the pairings of customer and organizational archetypes that constitute the basic forms of relationship experience available within the category of online trading. Our approach offers a systematic analysis of category positions and allows us to make strategic suggestions to manage positioning strategies over time based on the viability of different archetypes and their corresponding shadow forms.

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Authors

Michael S. Mulvey, Rutgers University, U.S.A.
Dan Padgett, Tulane University, U.S.A.



Volume

E - European Advances in Consumer Research Volume 5 | 2001



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