Selective retention refers to the process where consumers “choose” to remember and recall information that aligns with their existing attitudes, beliefs, and needs while forgetting or overlooking contradicting information.
Selective attention is a barrier to the consumer’s perceptual process. It negatively impacts our brand positioning and our perceptual maps. Find out how marketers can overcome selective attention.
Selective distortion is where consumers distort (or misinterpret) the promotional message in a manner different to what was intended by the brand or the marketer.
Selective exposure creates a filter through which individuals process information – feeding into their perceptual process and ultimately impacting our perceptual maps and their perception of brand positioning.
Let’s examine the limitations and concerns that you should ALWAYS consider when using perceptual maps for your marketing decisions.
Let’s face it, repositioning is a major and costly change to undertake – so why should we do it and how can it be successfully implemented? Find out more in this article.
This article highlights famous examples of failed brand repositioning efforts. For a product to be successively repositioned, the brand perceptions need to be changed. But things will go wrong…
Repositioning a brand is a challenging task and one that should not be undertaken lightly. For a product to be successively repositioned, the brand perceptions – held by the consumers – need to be changed. This article looks at successful real-world repositioning examples.
When it comes to perceptual maps, it is important that we map perceptions – not reality. In this article, we will discuss the difference and why it’s important in understanding the marketplace and consumers.
There are times when a brand’s positioning must be altered for various reasons, and this is where repositioning comes in.
In this article, we will examine the five ways repositioning can occur and how it affects the market perception of a brand.