Brand Positioning Strategies and Competitive Advantage of Digital Television Broadcasters in Kenya

Abstract

The purpose of this study is to examine the Brand positioning strategies and competitive advantage of digital television broadcasters in Kenya. The research question was to establish to what extent brand positioning strategies are being used to gain competitive advantage by Television Broadcasters in Kenya. The study covered the main stream TV stations in Kenya of which were 65(no) in number at the time of the study and used the census sampling technique to sample 44(no) stations. The study data was collected using questionnaires and analysed using SPSS version 21. The output was presented using frequencies, percentages, means, standard deviation, correlations and regression. The results are presented using tables and interpreted based on the study objectives. The study found out that brand positioning strategies adopted by the TV stations showed that the respondents looked at the extent to which their brand position was similar to others in the market. The study went on to also establish the extent to which sampled TV Stations communicated the unique positions of their brands and also the extent to which they considered the resources to invest in order to counter activities of their competitors. The study found out that stations considered income, personality and the age of the intended target audience, corporate advertisers, the degree of regulation of content and the location in terms of either urban/rural or semi- urban .On brand positioning strategy is a source of competitive advantage and the study found out that the latter enabled the stations to differentiate their programs from those of their competitors .The stations were able to create a strong position in the minds of their viewers and remained the most innovation leaders in the industry. Therefore, the researcher recommends that since brand positioning considered the resources to invest in order to counter activities of their competitors. The study found out that stations considered income, personality and the age of the intended target audience, corporate advertisers, the degree of regulation of content and the location in terms of either urban/rural or semi- urban .On brand positioning strategy is a source of competitive advantage and the study found out that the latter enabled the stations to. In order for the organizations to create a brand position strategy, it should consider a brand’s considered the resources to invest in order to counter activities of their competitors. The study found out that stations considered income, personality and the age of the intended target audience, corporate advertisers, the degree of regulation of content and the location in terms of either urban/rural or semi- urban .On brand positioning strategy is a source of competitive advantage and the study found out that the latter enabled the stations to idea, these factors combined created a new ecosystem that would lead to the new innovative ways of doing business, amongst them strategies.