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It is the status of a brand vis-à-vis competitors in the mind of consumers, potential consumers and other shareholders (Duncan, 2008). It plans and designs the company image so that it is placed differently and valued in the target consumer mind (Kotler & Keller, 2021). It is the process of positioning a company brand in the consumer mind. It’s more than creating a tagline or luxury logo, brand positioning is a strategy used to set apart a business company from competitors. Brand positioning is measured by using multidimensional scaling. This is a multivariate technique used to determine the position of an object relative to other objects based on similarity. It is used to know the inter dependency/mutual dependency between variables or data.
It functions as to obtain relative position of an object in comparison to other objects and group objects together, one of the alternatives for cluster analysis.
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