Green Brand Positioning for Organic Food: A Content Analysis of Corporate Websites

Abstract

The purpose of this paper is to provide a perspective on the positioning bases of the green brands present on the organic food market. The research method is the content analysis of secondary data sources. The study was based on the analysis of the informational content available on the corporate websites of green brands in the portfolio of processing companies present on the Romanian market. This study identified 18 positioning bases for the investigated green brands. The positioning bases belong mainly to the category of attributes, these being in particular specific characteristics of organic food. The study notes the existence of specific positioning bases for organic food brands. The results can help practitioners to communicate brand positioning in the online environment by developing appropriate strategies.