Sport Brand Positioning Strategies and Position-Congruity on Financial Performance

J. Lucy Lee
June Won
and Donald G. Farr

Despite the importance of positioning in marketing, we have little empirical evidence about the characteristics of positioning strategy that influence effectiveness and the relationship between position-congruity and positioning efficiency. By applying multiple methodologies, we examined six golf brands to discover the effectiveness of brand positioning strategies and the relationship between position-congruity and efficiency. We found that (1) feature positioning strategy was as effective as benefit positioning strategy; (2) surrogate positioning strategy was most effective; and (3) a linear relationship exists between positioning efficiency and brand position-congruity between intended and perceived positioning.