Relevant bibliographies by topics / Brand positioning

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Brand positioning'

Author: Grafiati
Published: 4 June 2021
Last updated: 26 October 2023

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Journal articles on the topic "Brand positioning"

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Wang, Hui-Ju. "A brand-based perspective on differentiation of green brand positioning." Management Decision 55, no. 7 (August 21, 2017): 1460–75. http://dx.doi.org/10.1108/md-04-2016-0251.

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Purpose The purpose of this paper is to offer a perspective of brand-based analysis on green brand positioning differentiation through a network analysis approach. Design/methodology/approach This study employs centrality and distinctiveness as bases to develop a matrix framework of green brand positioning differentiation. The two dimensions are measured from the techniques of network analysis, including analysis of the core-periphery structure and adjacency matrix. Findings The results yield four clusters with different positions in a 2×2 matrix, including 23 core brands with high-positioning distinctiveness, ten core brands with low-positioning distinctiveness, ten peripheral brands with high-positioning distinctiveness, and seven peripheral brands with low-positioning distinctiveness. Research limitations/implications The results contribute to providing brand researchers with different analytical perspectives on the existing knowledge about green brand positioning and offer strategic positioning information for green brand practitioners. Originality/value This research contributes to the literature in three ways. First, this research is a first attempt to offer a brand-based perspective on differentiation of green brand positioning. Second, this research advances the existing knowledge that uses network analysis on green brand positioning by offering different techniques for brand differentiation analysis. Finally, this research complements the strategic positioning information of the current business environment in the context of green branding.
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Singh, Jaywant, Stavros P. Kalafatis, and Lesley Ledden. "Consumer perceptions of cobrands: the role of brand positioning strategies." Marketing Intelligence & Planning 32, no. 2 (April 7, 2014): 145–59. http://dx.doi.org/10.1108/mip-03-2013-0055.

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Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap. Design/methodology/approach – Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands. Findings – The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands. Research limitations/implications – The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity. Practical implications – Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit. Originality/value – The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.
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Shahid, Saad. "Does the Choice of Brand Positioning Strategy Matter in the Creation of Brand Love? The Mediating Role of Brand Positioning Effectiveness." Lahore Journal of Business 8, no. 1 (September 1, 2019): 107–44. http://dx.doi.org/10.35536/ljb.2019.v8.i1.a6.

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To understand how brand love can be created, this study examines the effect of brand positioning strategies (benefit brand positioning strategy, feature brand positioning strategy and surrogate brand positioning strategy) on brand love, by conceptualizing brand positioning effectiveness as a mediator. The proposed conceptual model was empirically studied with the responses of 607 young consumers from private universities in Pakistan. This study finds evidence of complementary mediation of brand positioning effectiveness between brand positioning strategies, and brand love in the context of high street fashion retail brands. For the brand managers, this study implies that the development of an interpersonal consumer-brand bond can be developed by employing benefit brand positioning strategy, surrogate brand positioning strategy and feature brand positioning strategy. This, as a result, also indicates the effectiveness of all three of these brand positioning strategies.
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Olsen, Lars Erling, Bendik Meling Samuelsen, Ioannis Pappas, and Luk Warlop. "Broad vs narrow brand positioning: effects on competitive brand performance." European Journal of Marketing 56, no. 3 (February 4, 2022): 799–816. http://dx.doi.org/10.1108/ejm-02-2021-0090.

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Purpose Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, this paper aims to examine which of these brand positioning strategies performs better under dynamic market conditions. Design/methodology/approach Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study 1 tests how brand strategy (broad vs narrow) affects defensive brand performance. Study 2 tests how broad vs narrow brands perform differently in a brand extension scenario (offensive brand performance). Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario. Findings The results show that a narrow brand positioning strategy leads to a competitive advantage. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands. Research limitations/implications The study shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context. Practical implications Brand managers would benefit from a narrow brand positioning strategy in accordance with the unique selling proposition (USP) school of thought used by many marketing practitioners. Originality/value The paper demonstrates that narrow brand positioning performs better than broad brand positioning in dynamic markets, and to the knowledge is the first to do so.
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Novak, Eric, and Michael Lyman. "Brand Positioning." Electricity Journal 11, no. 9 (November 1998): 17–22. http://dx.doi.org/10.1016/s1040-6190(98)00087-6.

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Eskiev, M. A. "The Meaning and Role of the Positioning Process in Brand Management." SHS Web of Conferences 172 (2023): 05008. http://dx.doi.org/10.1051/shsconf/202317205008.

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The article deals with positioning as an effective branding tool. The classification of positioning, approaches and types to the formation of the image and image of the brand are considered. The main stages of brand creation, the key and most used types of strategies in brand management are considered. Examples of positioning of world brands - leaders in their industries are given. The importance of developing a competent slogan as an important element in the development of a strong brand is considered separately. Brand positioning is a special marketing strategy, the main task of which is to distinguish the company from competitors and to build special trusting relationships with consumers. When developing a brand strategy, leading brands pay special attention to brand positioning, since a competent development and approach to positioning improves brand perception by consumers, directly affects the recognition of a product or product line, and provides feedback to consumers.
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Lee, J. Lucy, Yukyoum Kim, and June Won. "Sports brand positioning." International Journal of Sports Marketing and Sponsorship 19, no. 4 (November 5, 2018): 450–71. http://dx.doi.org/10.1108/ijsms-03-2017-0018.

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Purpose The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is congruence between the sport brands’ purported images and the targeted consumers’ perception of the brands’ images. Design/methodology/approach A mixed method was used. Four steps of data collections (i.e. face-to-face, focus group interviews, and questionnaires) and analyses (i.e. content analysis, MDS analysis, PROXSCAL analysis, multiple regressions analysis, frequency analysis, and congruence score) were performed. Findings Four positioning typologies (i.e. great quality equipment, equipment for professionals, innovation, and tradition) were identified; each brand’s positions in consumers’ minds were distinctly portrayed in the perceptual map; and the congruence between intended and perceived positions was found in two brands – Titleist and Ping – implying they established a high position-congruity and providing evidence of positioning effectiveness. Practical implications The findings will aid practitioners and scholars in positioning and its effectiveness: the results provide information for managers to select, implement, and manage effective positioning strategies and the study provides initial evidence about whether companies and their brands are well-positioned in the sport consumer’s perception. Originality/value The authors attempt to examine how consumers perceive brands and how effectively brand positions are portrayed in consumers’ minds. The effectiveness and competitiveness of positioning strategies were examined via a perceptional map.
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Vairamuthu, M., and Gokula Krishnan. "A Study on Brand Positioning in Dairy Product at Villupuram, Tamil Nadu." Asian Journal of Managerial Science 6, no. 2 (November 5, 2017): 5–10. http://dx.doi.org/10.51983/ajms-2017.6.2.1258.

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Brand positioning is a core concept in marketing. Despite the importance of the concept however, there is limited research in the field of positioning clarifying to what extent various brand positioning alternatives affect consumer perceptions and how positioning effectiveness can be best measured. The present dissertation consists of three complementary empirical studies aimed at shedding light on the latter issues. The first study explores the impact of distinct types of brand positioning strategies on consumer categorization processes. The results of the qualitative study provide evidence that consumers categorize brands based upon their underlying positioning strategies. More specifically, consumers classify brands that share similar types of positioning bases into the same category.The current study is about consumer’s involvement in brand positioning in dairy product categories. To identify the similarities and differences among the consumers’ perceptions of brand positioning, four major of Avin are taken into consideration. These are chosen to examine the relation between consumer involvement and brand positioning with their respective competitors- Thirumala Milk, Hatsun dairy, Arokya Milk, Raaj Milk and GRB dairy in the market.To ascertain the scale’s generalizability and stability, data from several product categories are used for scale development and validation purposes. The third study presented in this dissertation pays attention to the open question whether the use of certain positioning strategies (e,g., feature-based positioning ). For this purpose, a within and between-subjects design study in conducted that investigated the direct impact of brand positioning strategies on positioning effectiveness, measured from a consumer perspective. Specifically, four distinct positioning strategies of real brands are evaluated in terms of positioning effectiveness, while controlling for brand-specific, product class-specific, and socio demographic influences. Consistent with the hypotheses derived from a comprehensive literature review, significant difference in terms of positioning effectiveness between the focal positioning strategies are detected. The dissertation concludes with a discussion of the theoretical, methodological, and managerial implication. Furthermore, the limitations associated with the studies outlined in the dissertation are addressed and resulting avenues for future research are presented.
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Dudko, Pavlo M. "MANAGEMENT OF BRANDS’ PORTFOLIO POSITIONING OF DOMESTIC ENTERPRISES." Management 31, no. 1 (September 17, 2020): 67–77. http://dx.doi.org/10.30857/2415-3206.2020.1.6.

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Introduction. Nowadays, the development of the economy of Ukraine is a demonstration of the trend towards globalization and the necessity for enterprises, including greater understanding, to give more nutrition to the form and brand development.Hypothesis of scientific research. The management of brands’ portfolio positioning should not be based only on trademarks, which belong to an enterprise, but also on the construction of molecule of brands portfolio, which affect on the decision of the consumer independently of holding them, that allows the increasement of the validity of proper brand in the eyes of consumer.Aim of this research is the extension of the theoretical foundations and the development of science-and-practical recommendations, which is followed by the complete management of the brand portfolio.Methods of investigation: The following tools: (goal setting, information and marketing communications; marketing research); models, methods and techniques (traditional methods of statistics, analysis, marketing) modeling; model of brand code and mental fields according to T. Ged; naming techniques); the method of generalization of information, the result of which is the development of the brand / brands, the formation of the portfolio; formation of a brand beech were used in the study.Results of research. Based on the analysis of portfolio concepts in brand management, the essence of the brand portfolio as a set of brands that make up the brand carrier and affect the associated position in the perception of the consumer, regardless of ownership of the company is precised. The meaning "brand carrier" refers to a product, brand, enterprise, organization, person or character associated in the minds of consumers with a certain distinctive quality.Conclusions: Approaches to the formation of brand portfolios, which can be centric (based on the hierarchy of brands and based on systems / networks of brands) and invariant – based on the "molecule" of the portfolio. The model of the organization of management of a brand which includes principles, the purpose, tasks, essence of management and directions of works is formed. Systematized principles of brand management, which we divide into general and specific. Methodical approaches to brand management on the basis of brand positioning are studied, it is established that the method of brand management on the basis of brand positioning should be understood as a way of its practical implementation, then the method is a set of methods and techniques of its appropriate application.
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Wang, Hui-Ju. "A New Approach to Network Analysis for Brand Positioning." International Journal of Market Research 57, no. 5 (September 2015): 727–42. http://dx.doi.org/10.2501/ijmr-2015-060.

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The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research. Using 12 sample brands in the electronic industry, this paper proposes a four-step process as a practical guide in analysing the effects of brand positioning on differentiation. Through the techniques of core-periphery structure, the paper creates four clusters to reveal differentiation of brand positioning. It provides clear arguments for using network analysis as the preferred method to capture the structure of brand positioning. The results have significant theoretical and practical implications for academic researchers and practitioners in the field of brand management.
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Dissertations / Theses on the topic "Brand positioning"

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Boatswain, Marvyn L. "Decoy effects in brand positioning." Thesis, Kingston University, 2015. http://eprints.kingston.ac.uk/35843/.

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Marketing academics and practitioners consider brand positioning to be a key element of modern marketing management, branding, and strategy, given today's increasingly competitive marketplace. By way of its position, an offering seeks to take possession of a unique place in the minds of the targeted consumers, and in so doing, differentiates itself from the competition. Extant research confirms the importance of brand positioning, demonstrating that it positively affects, among other key factors, brand equity and value; consumer loyalty; and customer willingness to search and pay premium for a brand. market share, and the overall financial performance of the firm. Throughout the literature, various positioning typologies have been developed and used in the management and application of positioning. In addition, both firm-centred and customer-centred approaches have been adopted to evaluate the effectiveness and success of positioning strategies. Although considerable amounts of research have been devoted to the management of positioning, these efforts have focussed primarily on the positioning new offerings, re-positioning existing offerings to new target markets. However, despite the accorded importance of an offering's position in the long run, the review fails to identify research devoted to strengthening the already-established position of offerings over time. Consequently, the aim of this study is to empirically examine positioning strategies to strengthen the perceptions of the positions of existing offerings, hereby offering a proactive and deliberate approach to positioning, beyond the scope of extant research on positioning strategies. The lack of suitable theory withing the positioning literature led to a search and eventual use of the decoy effect, a phenomenon explained by theories within social and consumer psychology. In addressing the research aim, the decoy effect provides a theoretically-grounded conceptual framework to underpin the research. This framework proposes that the consumers' perception of the position of an existing offering (denoted in the study as, the Focal offering), is enhanced by the introduction of a new offering that is positioned similar yet inferior to the focal, i.e. an asymmetrically-dominated decoy (denoted as a decoy-positioned offering). This framework is empirically tested within the consumer product domain of washing detergents, and with this use of a field experiment. A 2 x 2 between-subjects design is applied to test the impact of two types of decoys (frequency and range) across two types of positioning bases (feature-, and benefit-oriented positioning). Data, collected using an electronic self-completion questionnaire from a random sample (n = 1200) of adult (18 and above) UK consumers, are analysed using analysis of covariance. The results confirm that the introduction of a decoy-positioned offering enhances the position of the focal offering across the four dimensions of perceived positioning - i.e., favourabilty, differentiation, credibility, and uniqueness. Of these dimensions, the decoy is most influential in enhancing perceived differentiation and uniqueness of the focal offering on the introduction of the decoy. Comparing the two decoys, the results show that the frequency decoy exerts a stronger impact than the range decoy on positioning perceptions. In terms of positioning bases, decoys are found more effective in the context of benefit-oriented positioning as compared to feature-oriented positioning. This study advances the literature in several ways; primarily as the first theoretically-grounded effort to examine how a brand can strengthen the position of existing offerings, thus addressing the calls for a theoretical foundation to investigate the calls for a theoretical foundation to investigate the concept of positioning. The study also demonstrates the prudence of taking into account both the specific dimension of the positioning concept, and the perceived-importance of the attributes on which an offering is positioned. To practitioners, the study provided guidance as to how the firm can strengthen the position of its existing offering amidst the competitive dynamics of today's marketplace.
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Froňková, Tereza. "Strategická pozice značky a její definování v konkurenčním prostředí." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10179.

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The thesis focuses on defining the strategic brand positioning, its long term building possibilities in a competitive market environment and assesment methods. The thesis includes case study on international cosmetic brand Dove and how the communication influences the brand.
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Bello, Stefano <1992&gt. "MARKETERs Academy - brand positioning di una startup." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14634.

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Il MARKETERs Group è l'azienda che racchiude tre principali progetti: MARKETERs Club, MARKETERs Academy e This MARKETERs Life. La tesi intende affrontare e indagare il percorso intrapreso dall'azienda, come si posiziona rispetto ai competitors, perchè ha successo e quali azioni/posizionamento dovrà intraprende per crescere ed espandersi. - Come nasce il MARKETERS Group e brand architecture; - Analisi dei competitors; - Analisi posizionamento; - interviste customer satisfaction; - Brand building:i nuovi strumenti digitali utilizzati per affermare il brand; - I consigli dei manager che ci supportano per continuare a crescere; - Azioni per espandere il brand;
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Kotíková, Vanda. "Positioning značky Carla." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17014.

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This diploma thesis called "Brand positioning Carla" is focused on the analysis of the position of the brand Carla on the Czech market. My recommendations are based on this analysis. The theoretical part describes current marketing and marketing trends, the components of the marketing mix and SWOT analysis. The second chapter describes the brand's development, history, trends and brand elements. The third part of the theoretical part is focused on marketing promotional and communication activities. Last chapter describes brand positioning. The practical part of my thesis is mainly based on internal information which was provided directly by the Carla company, also other techniques as interviews with company management and a questionnaire were used. The first part is focused on company presentation and history of the Carla company. Then I evaluated its market position and analyzed strengths, weaknesses, opportunities and threats of the so-called SWOT analysis. Also an analysis of competition and description of the company's distribution channels is included. The next chapter describes the segments which are products targeted. In conclusion, I described the promotional activities of Carla and suggested promotional activities for the company's new product.
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Nordling, Malin, and Evelina Sellén. "Middagsfrid Vs. Linas Matkasse : betydelsen av hur ett varumärke förmedlas." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-26526.

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Purpose: The purpose of this study is to investigate why Linas Matkasse has greater success in terms of market share than Middagsfrid despite the similarities of their concepts. The study will also examine potential and existing customers' image of the brands and corporate brand awareness. Method: This study is based on a triangulation in which both quantitative and qualitative methods are treated in the form of personal interviews and a questionnaire survey. Theoretical perspectives: Four theories are addressed in this study and they treat the brand from different aspects. The theories process how to create value, personality dimensions, how companies should act and strategies around brand. Empiricism: The empirical material consists of five interviews, one of which was with the brand manager at Middagsfrid. Then two interviews were conducted with consumers of Linas Matkasse and two interviews with consumers of Middagsfrid. A questionnaire survey has also been conducted. In addition to this secondary data was gathered from the Internet and corporate websites to see how the companies promote themselves. Conclusion: The study shows that the brand is of more importance than the product when comparing the brands Linas Matkasse and Middagsfrid.
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SOKIAH, AMUTHU MUNIYANDI SENTHAMIZH SELVAN. "Market intrusion of brands in partner's territories: a case study of brands positioning." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-101480.

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Purpose – The purpose of this research is to investigate how branding is applied in an industry entering intoco-branding. It analysing the importance for building and strengthening a brand for effective brandpositioning in the market space. Design/Methodology/Approach – Our qualitative research is developed according to the approach whichseeks to understand the aspects of brandings. This research will be conducted as an abductive approach;the validity of present knowledge will be demonstrated. Qualitative approach is applied for identifying theaspects in a successful launching of a brand. Findings – This research demonstrates that branding has been involving in launching of brands. The casestudy indicates that brand portfolio, brand identity and brand positioning are essential in extending brands. Practical Implications – It serves as supplementary and reference information for brand management inmarketing plan for global markets, especially in corporate. Originality/Value – The originality of this paper lies in its knowledge area of branding, which uses brandportfolio, brand identity and brand positioning literatures and journals to examine the role of branding inpractical case.
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de, Greef Douwe, and Jesse Kapiteijn. "Scoring with your Brand : the Case of the Brand Positioning of Brynäs IF." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-22213.

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Aim: The aim of this study is to identify how a professional ice hockey club with fans nationwide can position its brand successfully and to discover if this is in line with what the consumers think is important in the branding of the club. Method: A mixed method has been used for this case study, in the forms of interviews and a questionnaire. The interviews have been written out in essay form for presentation and analysis of the qualitative data. The quantitative data has been collected and processed with a questionnaire using APSIS and analysed with Microsoft Excel. Results / conclusions: This research has identified a framework containing all factors that influence the perception of the brand by consumers. Evidence was found for all these factors in this research. Furthermore, the most important factors of the branding of a professional ice hockey club with fans nationwide have been highlighted. Consequently, this research shows that the marketers of such an ice hockey club can position their brand by developing clear points-of-difference that stand out from the competition. Suggestions future research: Research into the perception of the sports branding by the younger target group is suggested, as well from people outside Gävle. Furthermore, the research could be conducted in other (ice hockey) clubs. Finally, the research could be conducted again in a few years. Contribution of thesis: This research fills the gap in the literature about the development of a successful brand of a professional ice hockey club with fans nationwide. The main contribution for managers is that brands can only be used to maintain fans, not to attract them.
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Vacková, Veronika. "Význam positioningu značky s aplikací na Google." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-81395.

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The first chapter of the diploma thesis is a theoretical background for the following, practically oriented chapters. It discusses a brand and its importance in marketing, and also deals with brand identity, image, brand awareness, methods of determining brand value and positioning strategies. The other two parts of thesis are practical and focus directly at the brand Google. The second chapter introduces the company Google and subsequently analyzes brand attributes and its perception in the Czech Republic. It also focuses on brand awareness, its value and comprehensively evaluates a current communication strategy. The third and final chapter is devoted to an overall evaluation of the brand's position in the Czech Republic, problematic aspects and recommendations for future direction of the brand. It also includes a comparison of the brand's position abroad.
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Rakoušová, Sandra. "Positioning značky World Class Czech Republic." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75101.

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My diploma thesis called "Brand positioning World Class Czech Republic" is focused on the analysis of the position of the brand on the Prague market of fitness centers. As the result of this analysis, I conclude my work by the recommendations to improve marketing communication of World Class company. In the theoretical part, I defined the concept of marketing, I have summarized his history, describing the various elements of the marketing mix and SWOT analysis. The next chapter is devoted to market segmentation, targeting and positioning. To conclude the theoretical part, I define the brand, its history, elements and types, I also mentioned the brand value. In the practical part, I assess the fitness field and also market of fitness centers in Prague. In the next chapter, I presented the brand of World Class Czech Republic, including its history, philosophy, representation in Prague and in the world as well and offer of services. Next, I drew on the results of my own research survey. I described a SWOT analysis and competitive analysis. Based on the responses I have analyzed the target group for the World Class brand. Subsequently, I analyzed the current marketing communication of the company, and I propose appropriate amendments that would increase its effectiveness. In the epilogue, I noted the main recommendations for brand communication.
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Malmström, Hans-Magnus, and Rebecka Rydberg. "Varumärkespositionering i serviceföretag : En studie om skillnader mellan banker och fastighetsmäklarföretag." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16411.

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Bakgrund: De flesta är medvetna om att vi matas med och påverkas av varumärken, men sällan om det arbete som ligger bakom ett varumärkes uppbyggnad. Därför är det av stor vikt vid varumärkesuppbyggnaden att förankra de värderingar som företaget vill positionera sig med. För att i sin position kunna differentiera sig gentemot konkurrenter med ett starkt varumärke måste företaget kommunicera samma värderingar, både i den interna och externa marknadsföringen för. Det finns de som anser att man kan utföra detta genom marknadsföring på två skilda sätt, genom att agera “marknadsförare” eller att agera “försäljare” gentemot sina kunder, där “försäljare” ofta är bättre på att skapa relationer där kunden rekommenderar företaget vidare än en “marknadsförare”. Därför finns det anledning att undersöka om företag av olika art skiljer sig i arbetet med sina kunder för att bygga upp sitt varumärke på olika sätt.   Syfte: Syftet med denna uppsats är att undersöka tjänsteproducerande företags varumärkes-positionering.     Metod: Denna studie har genomförts med en kvalitativ metod där vi har gjort en fallstudie som består av elva intervjuer med företag inom både bank och fastighetsmäklarbranschen. Vi har sedan använt oss av en tematisk analys för att finna samband och skillnader i genomförandet hos de olika branscherna.   Slutsats: I dagens konkurrensutsatta marknader har det varit svårt att positionera tjänster, där traditionella marknadsföringsaktiviteter blir mindre viktigt och det krävs att företagen arbetar för att skapa långsiktiga relationer med sina kunder. Vi finner i vår studie att den personliga kontakten blir en viktig del av att positionera de immateriella tjänsterna då ingen fysisk produkt kan visas upp eller undersökas, men att detta även skiljer sig mellan de två branscherna. Vår undersökning tyder på att dessa skillnader beror på att hos en bank köper du en tjänst och hos ett fastighetsmäklarföretag betalar du någon för att hjälpa dig med en tjänst.   Förslag till fortsatt forskning: Denna uppsats har sitt fokus på två olika branscher inom service sektorn. Genom att studera fler företag inom dessa skulle man kunna generalisera uppsatsens bidrag genom vidare forskning. Uppsatsen kan även vara en utgångspunkt i att studera fler branscher för att se vilka skillnader som finns där. Fokus har även varit med utgångspunkt ur företagens synvinkel, vidare forskning kan studera fenomenet ur kundens perspektiv.   Uppsatsens bidrag: Forskningen syfte är att bidra till en större förståelse inom företagsekonomiska områden för varumärkesuppbyggnaden inom olika branscher som kan användas av marknadsförare inom dessa branscher.
Background: Most people have awareness that we are fed with communication from and are influenced by brands, but rarely do we possess awareness surrounding the work behind brand-building. Therefore it is of great importance to the concept of brand building, to anchor the values ​​with which the company wishes to position itself. In order to position itself within the marketplace by presenting a strong brand, to differentiate itself from competitors. The company must communicate the same values, with consistency both in the internal and external marketing efforts. Some commentators have the belief that this can be accomplished by marketing, using two specific separate methods, by acting as a "marketer" or acting as a "salesman" towards customers. Within these approaches the "salesman" approach is often better at creating relationships, in which customers are more likely to recommend the company much further than if a "marketer" approach is used. Therefore, there is need to examine whether firms which differ in nature differ in their work with their clients to build their brand in different ways.   Purpose: The purpose of this paper is to examine service companies branding positioning.   Method: This study was carried out with a qualitative approach, through conducting a case study, consisting of eleven interviews with companies within banking and real estate broking markets. We then used a thematic analysis to identify correlations and differences in the implementation processes of the various businesses.   Conclusion: Todays intensive market competition has created complexity when firms attempt to position their services. A consequence is that traditional marketing activities have become less effective and it now requires that companies are working to create longer-term relationships with their customers. We conclude within our study that personal contact is an important part of positioning intangible services, when no physical product can be displayed or explored, but also that this differed between the two industries studied. Our study indicates that these differences are due to that within banking, customers purchase a service product, whereas at a real estate brokerage firm, customers pay individuals to consult and assist them with a service.   Suggestions future research: This paper focuses on two different branches of the service sector. By studying more companies within these sectors, there would be an opportunity for further generalization by undertaking further research. This paper can also be utilized as starting point in the study of more industries to see what differences exist comparatively. The Focus has been conducted from a business perspective, possible further research could be achieved by undertaking a study of the phenomenon from the customer's perspective.   Essay submissions: The research aims to contribute to a greater understanding in business administration areas for brand building within different industries, which can be used by marketers within these industries
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Books on the topic "Brand positioning"

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Kostelijk, Erik, and Karel Jan Alsem. Brand Positioning. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820.

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Hanʼgukhyŏng pʻojisyŏning: Positioning. Sŏul-si: Wŏn aen Wŏn Buksŭ, 2003.

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W, Maloney Michael, ed. Competitive positioning: Best practices for creating brand loyalty. Poughkeepsie, NY: Hudson House, 2010.

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der, Grinten Jaap van, ed. Positioning the brand: An inside-out approach. Abingdon, Oxon: Routledge, 2011.

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Poddar, Manish. Positioning of a brand: a study on Cobra beer. (s.l: The Author), 2003.

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Coupey, Eloise. Influences of category structure on brand positioning and choice. Champaign: University of Illinois at Urbana-Champaign, 1993.

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Morton, Fiona Scott. The strategic positioning of store brands in retailer-manufacturer bargaining. Cambridge, MA: National Bureau of Economic Research, 2000.

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Bradford, Matson, ed. Maximizing your marketing efforts: Leading CMOs on overcoming budget constraints, positioning your brand, and harnessing creativity. [Boston, Mass.]: Aspatore Books, 2008.

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Bradford, Matson, ed. Maximizing your marketing efforts: Leading CMOs on overcoming budget constraints, positioning your brand, and harnessing creativity. [Boston, Mass.]: Aspatore Books, 2008.

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Gerry, Alcock, ed. Positioning brands profitably. London: Brand Positioning Services, 1987.

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Book chapters on the topic "Brand positioning"

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Kostelijk, Erik, and Karel Jan Alsem. "Brand positioning and brand architecture." In Brand Positioning, 194–209. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-13.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand image and brand values." In Brand Positioning, 68–102. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-7.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand identity." In Brand Positioning, 103–26. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-8.

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Kostelijk, Erik, and Karel Jan Alsem. "Case material for Part II." In Brand Positioning, 159–72. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-10.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand positioning and communication." In Brand Positioning, 175–93. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-12.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand positioning, brand names, and visual design." In Brand Positioning, 210–25. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-14.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand positioning and employees." In Brand Positioning, 226–32. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-15.

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Kostelijk, Erik, and Karel Jan Alsem. "Case material for Part III." In Brand Positioning, 233–41. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-16.

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Kostelijk, Erik, and Karel Jan Alsem. "Relevance of brand positioning." In Brand Positioning, 3–13. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-2.

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Kostelijk, Erik, and Karel Jan Alsem. "Essentials of brand positioning." In Brand Positioning, 14–32. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-3.

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Conference papers on the topic "Brand positioning"

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Brzaković, Aleksandar, and Stefan Brzaković. "Positioning a Brand on the Market." In Fifth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/itema.2021.113.

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Brand positioning is a process of creating an impression of a brand in the consumer’s awareness using different strategies, including prices, pro­motion, distribution, packing and competitiveness. Positioning is an act of modeling the offer and reputation of a company so that it can specially posi­tion itself in the consumer’s awareness on a target market. In order to create a positioning strategy, a brand’s unique characteristics need to be identified and what differentiates it from the competition needs to be determined. Po­sitioning calls for the identification of a target market, the identification and analysis of the competition and a brand’s optimal points of parity and points of difference. Competition can be researched from the point of view of the in­dustry (branch) and from the point of view of the market itself. Brand mantras are used to position a brand, indicating what the brand offers and for what reason it is superior in relation to other competitive brands. While standard brand positioning models are based upon detailed consumer, company and competition analyses, there are also newly appearing creative approaches to brand positioning, such as storytelling or a journalistic brand chronicle.
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Chen, Chung-Jen, Shu-Mei Chang, Chia-Hui Feng, Ya-Hsueh Lee, Wen-Chun Hsu, and Chen-I. Huang. "Brand Positioning Visualization System." In 2021 9th International Conference on Information and Education Technology (ICIET). IEEE, 2021. http://dx.doi.org/10.1109/iciet51873.2021.9419615.

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Stukalina, Yulia. "Strategic Brand Positioning In A Modern Academia." In ISMC 2019 - 15th International Strategic Management Conference. Cognitive-Crcs, 2019. http://dx.doi.org/10.15405/epsbs.2019.10.02.3.

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Krivtsova, Evgenia. "Special Events In Positioning The Territorial Brand." In International Scientific Conference «Social and Cultural Transformations in the Context of Modern Globalism» dedicated to the 80th anniversary of Turkayev Hassan Vakhitovich. European Publisher, 2020. http://dx.doi.org/10.15405/epsbs.2020.10.05.80.

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Gu Lixia, Wang Junling, and Peng Jing. "Market positioning based on consumers' brand preference." In 2011 International Conference on Business Management and Electronic Information (BMEI). IEEE, 2011. http://dx.doi.org/10.1109/icbmei.2011.5920419.

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Misankova, Maria, Jana Kliestikova, Anna Krizanova, and Tatiana Corejova. "Brand Value Assessment in Terms of Contemporary Global Challenges." In Contemporary Issues in Business, Management and Education. Vilnius Gediminas Technical University, 2017. http://dx.doi.org/10.3846/cbme.2017.065.

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Brand represents one of the most important assets of the company. Brand-managing activities are typically related to brand positioning and integration with marketing campaigns, and can involve complex decisions. The branding of an organization is indeed a dynamic system with many cause-effect relationships as well as intangible and heterogeneous variables. In order to assess the value of individual brands can be used various models developed worldwide, based on different input data and valuation methodologies. We assume that individual environment in which company operates and consumers’ perceptions in different countries influence the ability and usability of these models in other countries. Therefore, we applied chosen well-known brand value models on the set of Slovak companies and validated their assessment ability in specific condition of the Slovak Republic. This was provided by the critical comparison of calculated values with the official values of brands of these companies listed in the Slovak journal. Through this, we pointed out the importance of the development of unique brand value model, which will be constructed in the specific condition of individual countries and highlight the weak assessment ability of foreign models.
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Eickel, Bianca, and Richard Perassi. "The evolution graphic-symbolic communication positioning of the Multilaser technological brand." In LINK 2021. Tuwhera Open Access, 2021. http://dx.doi.org/10.24135/link2021.v2i1.97.

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With the globalization process, the concept of technology is widespread in the construction of a more simplified society (Harvey, 2008). Over time, technology evolves and transforms, during this process, communication and culture follow the changes. Companies inserted in this sociocultural network seek to communicate with the consumer, and thus the positioning is irrefutable in this marketing process. If technology, communication, and culture change and transform over time, then brand positioning must also follow this movement (Sant'Anna, 1998). Advertising uses the word technology as a sales argument and to position the brand in the minds of consumers, however, there is confusion in the representation of graphic visuality in technology companies when it comes to giving imagery meaning to the technology itself. It is believed that part of it is given by the cultural, political, and tooling aspects available for these constructions, as well as, it is intended to study the possible cause of hypertrophy of the aesthetic function in communication products, a concept addressed by Perassi (2001) when elucidating a pathology of representations that mischaracterize the referential and advertising function. Based on this context, the theme of this proposal will describe the evolution process of the graphic-symbolic communication positioning of the Multilaser technological brand, and thus analyze the changes in positioning from the perspective of design. The chosen brand brings relevance to the study because it went through historical milestones in its business and communication structure, which will contribute to the descriptive analysis of its evolution. The company was founded in Brazil in 1987. It started operating in the printer and photocopying segment, recycling cartridges until 2003, after the company entered the computer, accessories, and cell phone line, and consequently changed its positioning and starts to compete with major players in the world technological market. It currently has 44 thousand points of sale in Brazil, and portfolio of 15 departments. The problem of the proposal takes into account a large amount of importation of technological products, and soon it is believed in the importation of communication, and design references. The study is justified by the need to assess the perception of confusion in graphic representation and hypertrophy of the aesthetic function in communication in the Brazilian technological segment. To achieve the result, a qualitative methodological approach will be used, aimed at the perception of meanings that are intrinsic in beliefs, values, and attitudes in human relationships. Therefore, so that the research objectives are achieved, the study will be divided into three stages of development: exploratory, bibliographical, and documentary. The discussions that take place in this proposal bring the relationship between communication and culture, visual communication as a form of brand positioning, as well as graphic advertising representation in communication from the perspective of design. The study will be limited to graphic products for advertising communication, which is expected to understand a look at the advancement of knowledge in visuality and graphic-symbolic positioning of Brazilian technology brands, as well as the role of professionals in the field of design.
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Spajić, Jelena, Ksenija Mitrović, Nebojša Novaković, and Danijela Lalić. "Visual brand communication during the COVID-19 pandemic." In 11th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design, 2022. http://dx.doi.org/10.24867/grid-2022-p23.

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COVID-19 has brought a number of changes in people’s lifestyles as well as in business strategies. The consumers are moving towards social media and brands are forced to adjust their positioning strategies to retain existing and attract new customers. In generating the customer engagement, the brand content must match the visual preferences of its target group. This paper reviews a relevant literature of visual communication in the context of branding focusing on changes in terms of redesign and rebranding imposed by a crisis. The aim is to identify how companies successfully developed memorable, contextually-relevant and public-educational visual brand communication and strategies during the COVID-19 pandemic. The content analysis method was used in order to create a synthesized overview of brands' visual communication and their creative solutions during the pandemic. The results of this study highlight the importance of visual communication that can be taken by brands in dealing with crisis situations such as pandemic, and its effects on consumer behaviour in the new-normal era.
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Zhao, Weihong, and Yang Liu. "Research on Role Positioning in Place Brand Internationalization." In Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/ssmi-18.2019.104.

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Aulina, Lendy, and Elevita Yuliati. "The Effects of Green Brand Positioning, Green Brand Knowledge, and Attitude towards Green Brand on Green Products Purchase Intention." In International Conference on Business and Management Research (ICBMR-17). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icbmr-17.2017.50.

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Reports on the topic "Brand positioning"

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Morton, Fiona Scott, and Florian Zettelmeyer. The Strategic Positioning of Store Brands in Retailer - Manufacturer Bargaining. Cambridge, MA: National Bureau of Economic Research, May 2000. http://dx.doi.org/10.3386/w7712.

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