The multiple benefits of brands and features: Evaluating the position of breads on health, taste, and value

Burke, PF; Sethi, S; Wei, X

The multiple benefits of brands and features: Evaluating the position of breads on health, taste, and value

Burke, PF

Sethi, S Wei, X

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Publisher:: Australia and New Zealand Marketing Academy
Publication Type:: Conference Proceeding
Citation:: Innovation and Growth Strategies in Marketing, 2015
Issue Date:: 2015-11-30

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Field	Value	Language
dc.contributor.author	Burke, PF https://orcid.org/0000-0003-0978-0237	en_US
dc.contributor.author	Sethi, S	en_US
dc.contributor.author	Wei, X	en_US
dc.date	2015-11-30	en_US
dc.date.available	2015-08-28	en_US
dc.date.issued	2015-11-30	en_US
dc.identifier.citation	Innovation and Growth Strategies in Marketing, 2015	en_US
dc.identifier.issn	1441-3582	en_US
dc.identifier.uri	http://hdl.handle.net/10453/40504
dc.description.abstract	We outline a framework outlining how product positioning occurs in a multi-dimensional consideration of brand benefits, whilst accounting for how product features further shape product positioning. Respondents evaluated supermarket breads described by brands and a variety of features (e.g., flour, claims, price). A holistic evaluation was made with respect to health, taste, value and overall preference. A brand’s relative position on multiple benefits was derived via a discrete choice model, simultaneously accounting for the impact that product features have on these same dimensions. This allows a direct comparison of the drivers of positioning from a holistic, multi-attribute multi-brand perspective. The results show the strong value that brands have in driving positioning, but also the role of some features in furthering this. The research compliments other frameworks and methods in product positioning, and we outline its extension to benefit segmentation.	en_US
dc.publisher	Australia and New Zealand Marketing Academy	en_US
dc.relation	http://purl.org/au-research/grants/arc/DE130101463
dc.relation.ispartof	Innovation and Growth Strategies in Marketing	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	The multiple benefits of brands and features: Evaluating the position of breads on health, taste, and value	en_US
dc.type	Conference Proceeding
utslib.location	Sydney, Australia	en_US
utslib.location.activity	Sydney, Australia	en_US
utslib.for	1505 Marketing	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/FASS Faculty Administration
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney/Strength - ACRI - Australia China Relations Institute
pubs.organisational-group	/University of Technology Sydney/Strength - BIDA - Business Intelligence and Data Analytics
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.finish-date	2015-12-02	en_US
pubs.place-of-publication	Sydney, Australia	en_US
pubs.publication-status	Published	en_US
pubs.start-date	2015-11-30	en_US

Abstract:

We outline a framework outlining how product positioning occurs in a multi-dimensional consideration of brand benefits, whilst accounting for how product features further shape product positioning. Respondents evaluated supermarket breads described by brands and a variety of features (e.g., flour, claims, price). A holistic evaluation was made with respect to health, taste, value and overall preference. A brand’s relative position on multiple benefits was derived via a discrete choice model, simultaneously accounting for the impact that product features have on these same dimensions. This allows a direct comparison of the drivers of positioning from a holistic, multi-attribute multi-brand perspective. The results show the strong value that brands have in driving positioning, but also the role of some features in furthering this. The research compliments other frameworks and methods in product positioning, and we outline its extension to benefit segmentation.

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http://hdl.handle.net/10453/40504