Sports brand positioning: Positioning congruence and consumer perceptions toward brands

Abstract

Purpose

The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is congruence between the sport brands’ purported images and the targeted consumers’ perception of the brands’ images.

Design/methodology/approach

A mixed method was used. Four steps of data collections (i.e. face-to-face, focus group interviews, and questionnaires) and analyses (i.e. content analysis, MDS analysis, PROXSCAL analysis, multiple regressions analysis, frequency analysis, and congruence score) were performed.

Findings

Four positioning typologies (i.e. great quality equipment, equipment for professionals, innovation, and tradition) were identified; each brand’s positions in consumers’ minds were distinctly portrayed in the perceptual map; and the congruence between intended and perceived positions was found in two brands – Titleist and Ping – implying they established a high position-congruity and providing evidence of positioning effectiveness.

Practical implications

The findings will aid practitioners and scholars in positioning and its effectiveness: the results provide information for managers to select, implement, and manage effective positioning strategies and the study provides initial evidence about whether companies and their brands are well-positioned in the sport consumer’s perception.

Originality/value

The authors attempt to examine how consumers perceive brands and how effectively brand positions are portrayed in consumers’ minds. The effectiveness and competitiveness of positioning strategies were examined via a perceptional map.

Citation

Lee, J.L., Kim, Y. and Won, J. (2018), "Sports brand positioning: Positioning congruence and consumer perceptions toward brands", International Journal of Sports Marketing and Sponsorship, Vol. 19 No. 4, pp. 450-471. https://doi.org/10.1108/IJSMS-03-2017-0018