The Attribute Approach to Consumer Choice in the Context of Brand Positioning Developement

This paper aims to introduce an application of the model known as “the attribute approach to consumer choice” that, at certain circumstances, contributes to the development and the actual wording of the brand positioning statement. Brand positioning is widely applied tool for strategic brand management which in order to clearly differentiate the brand in consumer´s mind develops a unique selling proposition through finding the most appealing attributes. The attribute approach to consumer choice formulates consumer´s satisfaction on the basis of the optimization of the product´s attributes. Contribution and limitation of the model are discussed.