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Formation Of Brand Positioning Strategy

Author

Listed:
  • Diana Fayvishenko

    (Department of Marketing and Advertising, Kyiv National University of Trade and Economics, Ukraine)

Abstract
The purpose of this article is defining the term of positioning, as well as creation and implementation of the success principles of the brand positioning strategies, discussed the process of creating a positional scheme. Methodology. Applied the principle of systems, comparative analysis, induction, deductive method and gnoseological analysis (analytical, synthesis, logical, comparison). Results from researching the principles of successful strategies for the development and positioning of a brand brought to the following conclusions: the brand positioning is a process of creating its own image, distinctive properties, positive associations and values in consumers' mind in order to create a sustainable trademark image and ensure consumers' attachment to this trademark. Development and implementation of the company strategy of positioning comprises nine basic stages: 1) analysis of the external and internal environment, goods analysis; 2) trademark design; 3) selection and reasoning of differential positioning features; 4) defining a strategy (positioning method description); 5) defining strategic and tactical targets, foresight for their achievement; 6) development of an implementation strategy plan; 7) strategy implementation; 8) the results evaluation and strategy implementation control; 9) corrective actions. Prospects for further research. More detailed analysis of the positioning concepts, the rationale for a systematic approach to positioning, their use in practice. Background. Marketing positioning presents an opportunity for the promotion of trademarks, market share expansion, sales increase. Value/originality. A positioning strategy is the paramount part of the general positioning concept. The brand success on the market depends largely on the quality of development and realization of the positioning strategy. Therefore, this issue is a key to developing an efficient positioning system. The rationale of the chosen subject has no contradictions because the brand positioning should be addressed not only as a marketing issue but an important general economic and even a social task for the company, the solution of which contributes to the goal of improving the quality of life for all its employees.

Suggested Citation

  • Diana Fayvishenko, 2018. "Formation Of Brand Positioning Strategy," Baltic Journal of Economic Studies, Publishing house "Baltija Publishing", vol. 4(2).
    • Handle: RePEc:bal:journl:2256-0742:2018:4:2:35
    DOI: 10.30525/2256-0742/2018-4-2-245-248
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    References listed on IDEAS

    as
    1. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
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    Cited by:

    1. Saloni Pawan Diwan & B. S. Bodla, 2022. "Measuring brand positioning effectiveness of car brands using triangular approach," SN Business & Economics, Springer, vol. 2(5), pages 1-19, May.
    2. Istrefi-Jahja, Arta & Zeqiri, Jusuf, 2021. "The Impact of Digital Marketing and Digital Transformation on Brand Promotion and Brand Positioning in Kosovo's Enterprises," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 244-255, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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    More about this item

    Keywords

    brand; positioning; trademark; strategy of positioning; marketing;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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