Formation of Brand Positioning Strategy

Abstract

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.

Stakeholder and Visitor Reflections of Sport Brand Positioning in South Africa

“…Such findings are consistent with past studies that recognise the translation of a well-defined brand identity is to express the uniqueness of a place brand, as well as to create its own image, distinctive properties, positive associations, and values in consumer minds, with brand positioning being the idea of differentiation (Keller, 1998;Insch, 2014;Fayvishenko, 2018). While diverse tourism experiences which include elements of wildlife and diversity positively promotes the authentic destination brand, it is, however, unclear how such features are definitively incorporated in the brand identity and subsequent positioning.…”

“…Keller (1998) and Insch (20 14) notably recognise that a welldefined brand identity translates to a successful brand positioning in that it sets the boundaries of positioning by adjustin g the expression and uniqueness of the place brand. Moreover, the brand identity creates its own image, distinctive properties, and positive associations and values in consumer minds with the goal of the positioning concept being an idea of differentiation (Fayvishenko, 2018;Marcu et al, 2020).…”

Modeling of the strategic system brand management

“…Analysis of recent research and publications Many works of such well-known foreign and domestic scientists as D. Aaker [1], J. Alexander, J. Schouten, H. Koening [2], J. Balmer and S. Greyser [3], P. Doyle [6], J. Higgens [7], Simon, J. Carol Mary and W. Sullivan [8], A. Dligach [9], A. Kendyukhov [11], M. Mescon, M. Albert and F. Hedowry [14] are devoted to the problems of forming and modeling marketing strategies. However, many companies that in their markets, such as Coca-Cola, Evian, Obolon, Borjomi, adhere to the principles of strategic management system modeling.…”

“…If the management system must function during the interval from 0 to T, then the total possible losses of the market niche share are determined by the integral of the loss function [12]. (5) Uncertainties and risks are evaluated, leveraged and then managed, by learning from systematic experimentation and iterative processes, within a portfolio of opportunities Finding optimal management actions using equations is, of course, possible given the influence of possible factors, which, according to scientists M. Mescon, M. Albert, and F. Hedowry, [14] include the criteria of manager evaluation, internal and external environmental factors for acceptance relevant decisions, information and time constraints, company, brand and staff values, force majeure, and other risks.…”

Identifying the congruence among the presumed, communicated and perceived brand positioning strategies of Indian automobile brands

“…The development of positioning strategy is of utmost importance in marketing strategy formulation as it makes a product clear, distinctive and desirable in customers' minds and leverage the strategic advantage in the market. Arnott (1992) describes positioning as 'the deliberate, proactive, iterative process of defining, measuring, modifying, and monitoring consumer perceptions of a marketable object…' Literature reveals the significant contribution made by numerous authors (Lawler -Wilson & Fenwick, 1978;Aaker & Shansby, 1982;Park et al, 1986;Ries & Trout, 1986;Kotler, 1988;Dovel, 1990;Hooley & Saunders, 1993;Blankson & Kalafatis, 2004;Janiszewska & Insch, 2012;Chowdhury & Marketer, 2013;Kachersky & Carnevale, 2015;Shams, 2015;Jun & Park, 2017;Park et al, 2017;Wang, 2017;Fayvishenko, 2018) in this direction. They attempt to highlight the impact of positioning in modern marketing management.…”