Purpose -The study aims to discuss how the attributes of Chinese tea beverage brands influence consumers' evaluations of brand positioning and the differences and competition among brands. Design/methodology/approach -A perceptual map, developed using probabilistic discriminant analysis algorithms, depicts the relative position of each brand and illustrates their attractive properties. This statistical technique can enhance managers' ability to identify promising brand positions and enhance the overall brand design process. Findings -The study finds that Chinese tea beverage brands pursue various goals, such as quenching thirst, attractive advertising, or reliable quality, to develop their positions. Brand positioning implies that consumers remember particular information conveyed by the brand. The study illustrates consumers' brand awareness attributes, potential market demand, and brand competition conditions. Research limitations/implications -Brand positioning, when linked with market segmentation, can yield effective guidelines for the design and coordination of a marketing strategy. The scope of this study, however, does not enable elaboration on segmented differences in product positioning. Practical implications -The study provides a useful source of information for managers, who should introduce brands to the market carefully and deliberately and choose a position that is both appealing and sustainable over time. Originality/value -The study provides a unique method to understand the current market structure and determine a target brand and its best competitive position.

Purpose -The purpose of this paper is to discuss how brassiere manufacturers develop new designs for bra products, suitable for individual consumers, through consumer codesign. Design/methodology/approach -New product design that relies on conjoint analysis algorithms can depict multidimensional attribute profiles, such that consumers' choice behavior reflects their preferences and overall judgment of the profiles. This statistical technique provides a means to codesign and customize bra products and thereby enhance the overall bra design process. Findings -Bra products codesign suggests goals such as attractive appearance, shoulder strap style, vivid/mild color, elegance/sexy lace, comfort/practicality, fabric, lining, comfort/attractive appearance, neckline design, comfort/excellent function cut, sewn cups, and generous quantities. The most preferred combination of attributes for all respondents is a cotton/cotton blend fabric, seamless bra that offers a detachable shoulder strap, lavender color, a two-strap style, lace details, and a low-cut plunge neckline. The paper illustrates consumers' bra awareness attributes, codesign approach, and individual optimum individualized bra designs. Practical implications -The results provide a useful source of information for product managers, who should consider the use of codesign to design the best products for individual consumers and decrease the risk of design failure, as well as promote consumer loyalty and satisfaction toward the product. Originality/value -The paper provides a unique method to understand the new product codesign structure and make bra product design decisions that integrate optimum individualized design.