In class, we considered buying a ring at Tiffany's. When asked, students indicated that a Tiffany ring probably cost tens of thousands of dollars or more. When we tested we found that you can buy several Tiffany rings for less than $200. While Tiffany is certainly successful, this example suggests they may have:

Answer

Under positioned their brand (why offer such cheap rings?)

Over positioned their brand (people may not think of Tiffany for lower priced rings)

Confused positioning (what ARE they? High priced or cheap when it comes to rings).

A Rebel positioning (going against the image of a high priced retailer)

Not cone ANY positioning