Brand positioning in financial services: Prevalence of positioning attributes

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There were two attributes that appeared to have a stronger relationship with customer vulnerability. Aaker suggests that one of the other criteria for a good positioning attribute is how many customers are aware of it, or its prevalence. Therefore, to see if any brands were better in terms of prevalence, the proportion of users associating the brand with each of the positioning attributes was compared across brands. The results (in Table 7) suggest very little difference between brands, particularly given that the average total sample size for each brand is about 100 respondents. ‘Suitable fees and charges’ was less prevalent than ‘responsive to needs’ but this was again systematic across brands. Therefore it can be concluded that there was little difference in either the size of the CVDs or the prevalence of the image attributes across brands.

Table 7 Percentage of users associating brand with attribute: Average across time periods

Suitable fees and charges

Responsive to needs

Brand 1

19

50

Brand 2

21

47

Brand 3

16

42

Brand 4

30

48

Average

22

47

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