Perceptual Position and Competitive Brand Strategy in a Two-Dimensional, Two-Brand Market
分析两个品牌在二维市场中通过广告、分销、价格和产品定位进行竞争，展示最优营销组合和利润如何取决于品牌位置，以及品牌如何通过重新定位来增加利润。
Brand positioning and competitive reaction are important determinants of optimal brand strategy. Analyses of brand strategy have focused on optimal pricing and positioning issues using either empirical models of perceptions and preferences, game theory to examine competition, or both. However, the important issues of advertising and distribution strategy have not been fully addressed. This paper analyzes competition and strategy between two brands that compete in a two-dimensional market with advertising and distribution spending, in addition to prices and product positions. In particular, for a unimodal taste distribution of ideal points we show how • optimal competitive (Nash equilibrium) marketing mix levels and profits depend on the positions of both brands, • brands can reposition to increase profit and under what conditions these strategies imply minimum versus maximum differentiation positioning equilibria, and • how the intensity of advertising and distribution competition affect equilibrium brand positions.