Using positioning models to measure and manage brand uncertainty

Managers often use positioning models to understand the perceptual structure of markets and make strategic plans. The objective of this paper is to improve strategic planning by suggesting how positioning models can be used to understand, measure, and manage brand uncertainty. A theoretical framework is developed by unifying the results of studies conducted in several disciplines and this framework is used to document the effects of brand uncertainty on brand perceptions and performance. An experiment that empirically establishes the utility of Multiscale in measuring brand uncertainty is designed and conducted. Its results are favorable. A consideration of the limitations of conventional positioning methods leads to the conclusion that, for marketplaces where brand uncertainty exists, such methods provide erroneous and incomplete information. Ways are suggested in which the information provided by Multiscale can be used to improve the breadth and quality of marketing plans.