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Brand positioning - importance for the success of a brand in dynamic markets

In academia, but especially in practice, a large number of positioning models have emerged over the last two decades. Many of these models are very similar and focus on the traditional stability and continuity function. Therefore, against the background of today's volatile markets, the contribution of brand positioning to sustainable corporate success is up for discussion.

Creative Advantage therefore surveyed 236 German corporate decision-makers on this area of tension. The study results provide answers to questions such as:

• How high is the share of companies that have a bindingly defined positioning of their brand(s) and which stakeholders are involved in its development?
• How big is the influence of positioning on individual company divisions and the marketing mix?
• What contribution does brand positioning make to the company's success today and in the future?