Bruckners and Co.is a fine writing instruments company that manufactures different products like pencils,pens,oil pastels,and other writing accessories.A recent study conducted by Bruckners on their product positioning revealed that most customers were only aware of Bruckners' Artisan line of pencils,which were particularly marketed for sketch artists.Which of the following positioning errors is affecting the Artisan brand?
A) Overpositioning
B) Underpositioning
C) Confused positioning
D) Doubtful positioning

Question

Bruckners and Co.is a fine writing instruments company that manufactures different products like pencils,pens,oil pastels,and other writing accessories.A recent study conducted by Bruckners on their product positioning revealed that most customers were only aware of Bruckners' Artisan line of pencils,which were particularly marketed for sketch artists.Which of the following positioning errors is affecting the Artisan brand?
A) Overpositioning
B) Underpositioning
C) Confused positioning
D) Doubtful positioning

Quizplus · Accepted Answer

Overpositioning occurs when customers have a too narrow understanding of the brand, product, or service. In this case, customers primarily recognize Bruckners' Artisan line of pencils for sketch artists, indicating they see the brand in a very specific, limited way, which is a classic sign of overpositioning.