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When buyers have too narrow an image of brand, is known as

When buyers have too narrow an image of brand, is known as Correct Answer over positioning error.

Positioning Strategy:

  • All marketing strategy is built on STP: Segmentation, Targeting, and Positioning.
  • A company discovers different needs and groups in the marketplace, targets those needs and groups that it can satisfy in a superior way, and then positions its offering so that the target market recognizes the company's distinctive offering and image.

Positioning is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. As companies increase the number of claimed benefits for their brand, they risk disbelief and a loss of clear positioning. In general, a company must avoid four major errors:

  1. Under positioning: Some companies discover that buyers have only a vague idea of the brand. The brand is seen as just another entry in a crowded marketplace.
  2. Over positioning: Buyers may have too narrow an image of the brand. Thus a consumer might think that diamond rings at Tiffany start at $5,000 when in fact Tiffany now offers affordable diamond rings starting at $1,000.
  3. Confused positioning: Buyers might have a confused image of the brand resulting from the company's making too many claims or changing the brand's positioning too frequently. 
  4. Doubtful positioning: Buyers may find it hard to believe the brand claims in view of the product's features, price, or manufacturer.

Therefore, when buyers have too narrow an image of a brand, is known as over positioning error.

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