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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>. "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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Němcová, Kristýna. "Brand analysis of the mark Fairtrade." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113481.
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Fairtrade is a relatively young brand on the Czech market that is really interesting by its nature. The mark does not seek preferentially to maximize profits from the sale, but is interested in the ethical conduct of production of the goods in developing countries and fair rewarding today often disadvantaged workers and farmers. The aim of my thesis is to analyze the Fairtrade mark on the Czech market and to reveal the brand perception by consumers based on my own research. The theoretical part is concerned with the meaning of a brand, its features, brand equity and also describes the historical development of the mark Fairtrade. In the practical part I concentrate on the real analysis of the Fairtrade and based on the results from my research I find out the overall brand image in the minds of consumers. In conclusion based on the obtained results I try to formulate appropriate recommendations, which could help the mark in the future to improve the image and the market position.
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Seidelová, Lucie. "Analýza positioningu značek na českém trhu dekorativní kosmetiky." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-2979.
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Globální kosmetický trh každoročně dosahuje silného růstu v absolutním i relativním vyjádření. Předpovědi jeho dalšího vývoje jsou velmi pozitivní, hovořící o možném pokoření hranice $300 mld. v roce 2011, což by představovalo 16% růst za pětileté období. Pro oblast rychloobrátkového spotřebního zboží jsou to vysoké hodnoty, které jsou mimo jiné faktory odrazem rostoucího světového bohatství a stále zvětšujícího se důrazu spotřebitelů na svůj vzhled. Tato diplomová práce analyzuje kosmetický trh a jeho sekci, trh dekorativní kosmetiky z hlediska faktorů makroekonomických, demografických a spotřebních, přispívajících k modelování tohoto sektoru. Zároveň nastiňuje nové trendy v této oblasti s odkazy na nejmodernější příklady v praxi, a to jak globálně, tak se zaměřením na Českou republiku. Jejím hlavním výstupem je analýza positioningu značek, která čerpá z pozorování a dotazování českých spotřebitelek na základě vlastního výzkumu.
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Rosén, Charlotte, and Susanna Stenborg. "Kungafamiljens sommarparadis, en pärla på Öland : En fallstudie om Sollidens slott och dess image, varumärke och positionering." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44149.
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This essay is based on a mission from Anna Schibli, Director of Tourism at Solliden Palace. The thesis aims to investigate the image that Solliden Palace has, and the picture that local and regional tourist offices have of the Sollidens Castle brand and what position Solliden include in these markets. A total of six in-depth interviews with tourist offices, at local and regional level, has been carried out and an initial in-depth interview with Anna Schibli of Solliden Palace. The responses of the respondents have since been interpreted and processed based on an inductive approach, in order to interpret the image that Solliden Palace has. Scientific papers have been studied and analyzed in order to generate an explanation and understanding of the research area. The collected empirical data has mainly consisted of a total of six interviews with tourist offices, and represents the image as it appears that Solliden has. The results of the thesis showed that Sollidens castle's image is relatively weak, when it emerged that few tourists know the whole Sollidens brand / concept. This may be due that a sufficiently effective marketing is not conducted by Solliden Palace. The results showed that Sollidens position in the market is seen as unique by tourists because of the royal family, but because of the weak marketing and knowledge of all parts of Sollidens castle, we identified that it is not a strong market position. However does Solliden Palace sees as a special and unique place, so with the right marketing, it can mean a major boost for Solliden.
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Opoku, Robert Ankomah. "Towards a methodological design for evaluating online brand positioning /." Luleå : Industrial Marketing and e-Commerce Research Group, Luleå University of Technology, 2006. http://epubl.ltu.se/1402-1544/2006/61/.
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Haasbroek, Anneri. "Brand positioning in the remarket automotive industry / A. Haasbroek." Thesis, North-West University, 2007. http://hdl.handle.net/10394/763.
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The South African motor industry is currently at the height of competitiveness,
whether referring to new or pre-owned vehicles. The sale of new vehicles is at
an all time high, and this phenomenon flows through to the remarket sector in the
industry. The prices of new vehicles increased by very small margins over the
past few years, and in some instances it has decreased. This leads to even
more intense competition in the remarket sector, because consumers would
rather purchase a new vehicle, than paying a very similar price for the exact pre-owned
model. This study was conducted to determine on which factors a
remarket dealership should focus in order to remain successful in the current
fierce competitive market conditions. A literature study forms part of this study.
Questionnaires were used as the measuring instrument and also filled out by 140
participants in an attempt to determine which factors the consumer considers as
important when purchasing a pre-owned vehicle. Data analysis was done by
means of a factor analysis, and the data reliability verified by means of
determining Cronbach's Alpha coefficient. A total of seven factors were identified
of which "Value for money” and "Reassurance” was the most important ones.
Cumulatively the factors explained 61 % of the variance.Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2008.
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Bigi, Alessandro. "Political Marketing: Understanding and Managing Stance and Brand Positioning." Doctoral thesis, KTH, Industriell marknadsföring, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-197269.
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This thesis investigates the strategic stance of a political brand and the factors that affect its positioning. The question related to the positioning of a political brand is complex. Nowadays, political leaders should be able to define the characteristics of their political brand. To succeed in the political arena, they must understand, identify, and utilize the most appropriate mechanism of communication to create an accurate perception of their political image in the market that is strictly linked to the characteristics of their brand and to reach these targets. For these reasons, it is mandatory to have measurement methods and comparable results over time. It was decided to divide the overall research problem into four different research questions to explore and explain the mechanism of political brand creation and the interaction between political brands and the electorate and to do so through four different papers. In paper 1, the political environment has been observed and studied. Subsequently, a theory of consumer and product orientation has been identified and utilized to both understand and to strategize how politicians can better position and present themselves to the public and voters. Paper 2 proposes a methodology to measure political positioning and constituent perception. The specific aim of the research is to explore interrelations between a political party's positioning in two different periods to discover possible discrepancies and changes over time. Paper 3 investigates whether the negative impact of a political brand can influence a country's brand. The fourth paper tried to measure how the quality, readability, and frequencies of political messages could provide insight into the effectiveness of viral communication using a political blog. This thesis contributes to the understanding that influence in a political environment happens in a bidirectional manner, where politicians are influenced by voter sentiment and voters are influenced by politicians. The key strategic question then becomes not whether the stance is right but if it is appropriate for the environmental condition in which the party or brand finds itself. If it is, then the party or brand must both reinforce and maintain the mode of focus; if it is not appropriate, then strategists need to identify a more appropriate stance and engineer ways for the brand to move in that direction. Political marketing managers could find the results of this thesis useful for revealing the difference between a political party's positioning and its perceived positioning as well as monitoring it in different periods to discover possible discrepancies over time.Denna avhandling undersöker den strategiska inställningen till ett politiskt märkesnamn och de faktorer som påverkar dess positionering. Frågan som har att göra med positioneringen av ett politiskt märkesnamn är komplex och politiska ledare borde kunna definiera sina märkesnamns utmärkande egenskaper och förstå, identifiera och använda de lämpligaste kommunikationsmekanismerna för att skapa en riktig uppfattning om den politiska profilen i en marknad som är strikt kopplad till kännetecknenför märkesnamn. För att uppnå dessa resultat är det obligatoriskt att ha mätmetoder och jämförbara resultat över tiden. För att utforska och förklara mekanismen i skapandet av politiska märkesnamn och den ömsesidiga påverkan mellan politiska märkesnamn och väljarkåren har det övergripande forskningsproblemet därför bestämts och delats upp i fyra olika forskningsfrågor. I första avdelningen observerades och undersöktes den politiska miljön och därefter användes en konsumtions och produktinriktning för att både förstå och skapa en strategi för hur politiker skulle kunna positionera och presentera sig själva för allmänheten och väljarkåren på ett bättre sätt. Andra avdelningen föreslår en metodik i syfte att mäta politisk positionering och väljarnas perception. Forskningens bestämda målsättning är att utforska det inbördes förhållandet mellan ett politiskt partis positionering under två olika perioder för att upptäcka möjliga avvikelser och förändringar över tiden. Tredje avdelningen undersöker om den negativa effekten i ett politiskt märkesnamn kan påverka ett lands märkesnamn. Den fjärde avdelningen försökte mäta hur kvalitén, läsbarheten och det ideliga upprepandet av politiska meddelanden skulle kunna ge kunskap om effektiviteten i viral kommunikation genom användning av politisk blogg. Denna avhandling bidrar till att ge kunskap om att påverkan i politikensker på ett sätt som går i båda riktningarna där politiker påverkas av väljarnas känslor och väljarna påverkas av politikerna. Den strategiska nyckelfrågan blir då inte om inställningen är rätt men om den passar för det miljöbetingade tillståndet i vilket partiet eller märkesnamnet befinner sig. Om inställningen är rätt måste både partiet eller märkesnamnet förstärka och behålla inriktningen på metoden; om den inte är rätt, måste strategen hitta en mer passande inställning och verka för att märkesnamnet går i den riktningen. Politiska marknadschefer skulle kunna tycka att slutsatserna i avhandlingen är användbara för att visa på skillnaden mellan ett politiskt partis positionering och positioneringen som den uppfattas, likaväl som att kontrollera inställningen under olika perioder för att upptäcka möjliga avvikelser över tiden.
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Daly, James. "Brand management vybrané značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234354.
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Cilem teto diplomove prace je zamerit se na predmet ktery se tyka rizeni znacky (branding). Primarnim cilem je shrnout problematiku rizeni znacky a nasledne aplikovat dosazene poznatky o vybrane znacce pusobici na ceskem trhu v prumyslu onlinovych hudebnich prehravacu. To znamena vyhodnoceni analyticke casti, ktera popisuje stavajici strategii rizene znacky a jeji soucasnou situaci na trhu. Zminene vyhodnoceni znacky vychazelo z prehledu teoretickych ramcu a jejich strategickych moznosti obsazenych v teoreticke casti. Nasledne jsou navrzeny pripadna doporuceni, ktera nabizi strategicke moznosti rizeni znacky, jez jsou navrzeny k tomu, aby znacce pomohli vylepsit svou pozici na ceskem trhu.
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Křížová, Lenka. "Analýza positioningu značky Flora." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72218.
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The main aim of this thesis is to analyze the positioning of Flora brand on the czech market. For my analysis I will use the chosen marketing tools such as the competitor analysis, SWOT analysis so as the analysis of marketing mix. The key source of information will be the qualitative research. On the basis of that I will compare the ideal positioning with the real one and come with the appropriate suggestions which could help to improve the positioning strategy of Flora brand in the Czech republic.
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Kotiranta, V. (Ville). "Corporate brand positioning and differentiation in the luxury automotive industry." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201705101764.
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Global luxury automotive industry faces one of the most competitive and dynamic markets in the world. The focus of this research has been to discover the corporate strategies relating to competitive positioning and differentiation via brand personality. Both Aaker brand personality framework and specifically for this industry developed luxury automotive strategy framework are applied for content analysis data, which has been extracted from the mission and vision statements of four case companies: Audi, BMW, Daimler and Ferrari.
The empirical research has been divided in to three separate research questions concerning luxury automotive industry positioning and differentiation. The first research question stated: “How Audi, BMW, Daimler and Ferrari express their corporate brand personality in their mission and vision statements?” Based on the data analysis and application of two different brand personality frameworks, each of the four automotive companies express their brand personalities with unique corporate brand profiles.
The second research question stated: “How Audi, BMW, Daimler and Ferrari position and/or differentiate themselves in the luxury automotive industry using mission and vision statements?” Based on the data analysis and application of two different brand personality frameworks, most of the luxury automotive companies positioned themselves very similarly within the Aaker brand personality framework. However, in the luxury automotive framework further differences in positioning were seen. Differentiation was minimal with Aaker brand personality framework application, and slightly more prevalent in the luxury automotive framework.
Finally, the third research question stated: “Are there differences in positioning and differentiation for Audi, BMW, Daimler and Ferrari if alternative brand personality framework is used to complement Aaker brand personality framework?” Based on the data analysis there were differences in positioning, however similarly, most companies seemed to align their position with the competition. Daimler and Ferrari stood out by focusing more on their deep-rooted heritage.
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Danielová, Kamila. "Rozvoj konkurenceschopnosti podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241188.
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The master´s thesis is focused on strengthening the competitiveness of the bank through the development of its brands. The current situation of the company is analyzed according to the theoretical knowledge and methodology Ko Floor. Subsequently, the company compared to selected competitors. Based on the comparison and further analysis for the firm set of measures involving their own proposals to support brand development.
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Longhi, Jacopo, and Thi Diep Linh Pham. "Brand Positioning : The Case Study of Castello Banfi in Hong Kong." Thesis, Mälardalen University, Mälardalen University, Mälardalen University, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6166.
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Program Course:
MIMA‐International Marketing, Master Thesis EF0705
Title name:
Brand Positioning: The case study of Castello Banfi in Hong Kong
Authors:
Jacopo Nicolò Longhi (851016-T097)
Pham Thi Diep Linh (851020-T141)
Tutor:
Konstantin Lampou
Problem:
What should be a position for Castello Banfi brand in Hong Kong market?
Purpose:
Theoretically, the main purpose of this paper is to study the approach to the positioning of a brand.
Practically, the case study of the Banfi brand in Hong Kong market will be studied. Attempts will be made throughout this work in order to identify which position Banfi brand has to achieve for its competitiveness in Hong Kong, and so, the result of the project will be of practical use to the company.
Methodology
and Methods:
The realist stance will be used to conduct the study. Concerning the data sources, various sources of data have been used. Questionnaire and interviews were used as primary data to collect information about Castello Banfi and its situation in Hong Kong market, as well as the customer needs in Hong Kong. Secondary data, such as online journal, company’s annual report, and websites are also used to collect information regarding the Italian wine industry, the company and its competitors.
Secondary sources like literature are also used for referencing theories and concepts. The main research model is adapted from Kapferer’s. Main concepts are Brand Positioning, Brand Identity.
Conclusion:
The positioning of the brand is formed with the study of three main factors which are the competition environment, the target market, and the benefits the brand stands for.
Positioning a brand in a specific market is not only to strengthen the distinctive features that the company has to differentiate from the competitors, and also appealing to that market, but it also has to be aligned with the Brand Identity of that brand.
In Banfi’s case, it can be concluded that by strengthening the ‘high-class wine consumers’, ‘Tuscan experience’, and ‘value for money’ in the positioning of Banfi, the brand is promising to gain competitive advantage in the market.
Key words:
Castello Banfi, Hong Kong, brand positioning, brand identity, wine.
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Zheng, Tian. "The Variance between Brand Positioning and Brand Perception : -A Case Study about Volvo Cars in China." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11451.
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Sjöström, Josefin, and Anna Symmons. "Att förmedla en dröm : En studie om svenska fastighetsmäklarföretags positioneringsstrategier på den svenska och spanska marknaden." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30649.
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Ett starkt varumärke är nyckeln till att ett tjänsteföretag ska lyckas behålla en framstående position på marknaden samt för att urskilja dem från andra aktörer. Därutöver krävs det att företaget lyckas med sin positionering, det vill säga att när kunden eller intressenten får ett behov ska den kunna koppla företagets varumärke till just det uppkomna behovet. Vid etablering på en ny marknad är det viktigt att undersöka företagets positionering och varumärkesstyrkor på hemmamarknaden för att avgöra om dessa går att nyttja även på den nya marknaden, eller om de behöver anpassas. Fastighetsmäklarföretag har sett sin chans att internationalisera sig då allt fler svenskar väljer att köpa bostad utomlands. Ett av de mest populära länderna för svenskar att köpa bostad i är Spanien, detta med anledning av klimatet, atmosfären, arbetssituationer eller familjerelationer. Forskare menar att ett företag kan ha svårigheter med att imitera samma varumärkesimage på den internationella marknaden som på hemmamarknaden, det kan beror på faktorer som exempelvis kulturella och legala skillnader. Syftet med denna studie var att undersöka hur svenska fastighetsmäklarföretag valt att positionera sitt varumärke på hemmamarknaden respektive den spanska marknaden samt utreda om de anpassar sin positioneringsstrategi beroende på vilken marknad de riktar sig till. I teoridelen användes befintliga teorier och modeller, i den empiriska delen utgicks detifrån den kvalitativa forskningsmetoden därdatainsamlingen begränsadestill intervjuer. Detta ansågs ge störst djupet i studien samt att det var den mest lämpliga metoden för att få ut den informationen som söktes från informantföretagen. Resultatet av studien visade att samtliga informantföretag vill förmedla ett enhetligt varumärke till sina kunder på de båda marknaderna för att öka tryggheten mot dem. Dock tyder resultatet på att fastighetsmäklarföretagen väljer att anpassa sin positioneringsstrategi på hemmamarknaden jämfört med den spanska marknaden då de huvudsakligen vill förmedla en dröm.For a company to succeed it must have a strong and recognizable brand, this is the most important tool a company can use to be successful. If a company succeeds with its positioning, the client should be able to connect the company’s brand to their needs. When starting in a new market, it is important to examine the company’s positioning and brand strengths in the home market in order to determine whether they can use similar ideas in the new market, or whether the brand positioning need to be adapted. Real estate brokerage firms have seen their opportunity to internationalize due to that more and more Swedes are choosing to buy a property abroad. Spain is one of the most popular countries for Swedes to buy properties in, because of the climate, the atmosphere, work situations and family relationships. Researchers believe that a company may have difficulties imitating the same image in the international market as the home market, it may depend on factors such as cultural and legal differences. The purpose of this study was to investigate how Swedish real estate brokerage firms have chosen to position their brand in the home market and the Spanish market, as well as investigate whether they adapt their positioning depending on the market they are operating on. Existing theories and models where used and as for the empirical part, we have chosen to use qualitative research method and to limit the data collection to interviews. We believed this provided a greater depth to our study and that it was the most feasible way to get access to the information we sought from the companies that we interviewed. We came to the conclusion that all companies that took part in our study want to convey a united brand to its customers in both markets. However, we found that theychoose to alter the way of working their positioning strategy in their home market compared to the Spanish market.
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Chen, Hongmi, and Ji Zhou. "The Positioning Strategy of China Self-owned Car Brands in the Chinese Market." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-192636.
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The purpose of this thesis is to find a proper positioning strategy for China self-owned car brands in the Chinese market. For this purpose, the authors used the theory about brand positioning, target market and segmentation, brand image, differentiation and general positioning process. What’s more, the authors conducted a questionnaire research, studied the Geely acquisition case, and collected information from consumers’ perspectives to understand the current positioning situation of the Chinese automakers. In the methodology part, limitations of the quantitative and qualitative data are discussed, and the authors presented suggestions for further studies. After gathering empirical data, the authors analyzed the strengths and weaknesses of Chinese car, Geely and Volvo, introduced competitor’s performance to make clear the current situation of China self-owned car brands. From the analysis, the present brand image of Chinese car is low-price and bad-quality in the consumers’ mind. The authors tried to figure out a proper brand image for Chinese car to increase the market share in the domestic market. In conclusion, developing safe car of high quality and targeting the middle-class market is the optimal choice for current China self-owned car brands.
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Tang, Yangyi. "The effectiveness of underdog brand positioning : how inspiration drives low-control consumers' preference for underdog brands." HKBU Institutional Repository, 2020. https://repository.hkbu.edu.hk/etd_oa/818.
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Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research shows that underdog positioning may help marketers to create competitive advantages, although when and why consumers respond favorability to such positioning strategy is not fully understood. While a handful of studies found that underdog positioning is more effective than top-dog positioning for certain types of brands or consumers, little is known about how consumers'psychological state may influence their responses to underdog positioning. Existing literature on underdog positioning mainly attributes consumers' favorable responses to its ability to elicit empathy for the brand, neglecting the potential benefit that consumers can gain from their underdog support. To address these gaps, this thesis examines how personal control influences consumers' responses to underdog (vs. top dog) positioning. It was proposed that brands positioned as underdogs are preferred over those positioned as top dogs by consumers whose personal control is low because underdog positioning can inspire those consumers to restore their threatened control. Five experiments were conducted to test the hypotheses. Experiment 1 demonstrates that when consumers' personal control is low, consumers prefer brands positioned as underdogs over those positioned as top dogs. Experiment 2 uncovers the underlying mechanism of the observed effect: The relative preference for underdog positioning among low-control consumers occurs because the passion and determination exemplified in such positioning can inspire those consumers to cope with their loss or lack of control. In line with this mechanism, Experiment 3 provides supportive evidence that the acquisition of the brand positioned as an underdog, but not the acquisition of the brand positioned as a top dog, increases low-control consumers'feelings of control. The last two experiments show that low-control consumers' relative preference for underdog positioning is further moderated by both their shopping orientation and the causal attribution for their loss of control. The findings of this thesis contribute to the growing research on underdog positioning and customer inspiration, and the results have practical implications for marketers in terms of effectiveness of marketing communications.
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Shuttleworth, Henry Paul. "Brand management at a motor manufacturing company / by Henry Paul Shuttleworth." Thesis, North-West University, 2009. http://hdl.handle.net/10394/5017.
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The purpose of this study was to investigate the brand management of a motor manufacturing company. The study set out to establish what the most important elements are that contribute towards a successful brand and to identify a potential model that can be used to measure the brand elements that are evident in the Toyota brand. By using this model, the Toyota brand was evaluated, bringing to the fore the key success factors that have made Toyota the number one motor manufacturing brand in South Africa.
The qualitative research was conducted to evaluate Toyota's understanding of its brand and then questioning the usage of the brand through an individual interview with the custodian of the Toyota Brand in South Africa. The results of this qualitative research were used to identify the key values that the manufacturer sees as brand-building elements and to then evaluate how they are using these values to build and enhance the brand. These core brand values were then evaluated in the quantitative research that followed.
The quantitative research was conducted through questionnaires where the retail network (General Managers, Sales Managers in the Toyota retail network) evaluated Toyota SA's implementation of its brand's core values through the dealer network. The sample size consisted of twenty nine (N=29) randomly selected Unitrans Toyota dealers in the country.
An extension of the study compared these key success factors with the values that are delivered through the retail network to the customers. The brand expectations that the customer has in mind to the realisation of the brand promise at retail level were compared.
This study gives insight into the workings of the Toyota brand and tests the communication of the brand blueprint through to the retail network. This study allows Toyota to review the way they communicates their brand to the direct customer, the retail network. The study also found that Toyota should use the opportunity to communicate the brand name to its direct customers, namely the retailers, and that, if needed, Toyota should revise the communication strategy. Other recommendations are that both Toyota and its retailers should take note of the fast-changing business environment, acknowledge the importance of managing the length of the product line, and that Toyota should embrace the retailers as partners rather than mere franchisees. The retail network, in turn, can get a better understanding of the role it has to play to ensure the sustainability of the Toyota brand. The study also allows the retail network to realize the importance of customer service in the whole Toyota brand set-up.Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2010.
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Leiss, David. "Positioning značky Champagne Taittinger na českém trhu a její vývoj." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9068.
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The essay is focused on the analysis of the position of the brand Champagne Taittinger on the Czech market. In theoretic part are explained basic concepts of marketing, marketing mix, the concept of brand positioning, targeting and segmentation. In the practical part is at first described the market of sparkling wines in the Czech Republic. In addition, there are introduced companies Champagne Taittinger and Bacchus Vins & Champagnes which is the exclusive importer of the brand Champagne Taittinger on the Czech market. After the presentation of the portfolio of the brand are analyzed distribution channels of its products. After that there is analysis of the brand positioning of Champagne Taittinger and its largest competitors. In the last section are described the marketing activities of the brand on our market.
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Isola, Giulia <1993>. "Brand positioning and Web communication: Nestlé Buona la Vita Case study." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11850.
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In un mercato sempre più competitivo, è fondamentale per le aziende posizionarsi in modo da sopravvivere ed essere efficienti in termini di profitti e di brand values. Il posizionamento di brand è la strategia di marketing per eccellenza, è la chiave per il successo. Aver un buon posizionamento significa riuscire ad entrare nella mente dei consumatori in modo da essere percepiti come unici e differenti rispetto ai concorrenti.
Nell’ultimo decennio, la rivoluzione digitale ha impattato fortemente sulle strategie aziendali. Inoltre, il cambiamento di stile di vita dei consumatori e il loro crescente bisogno di interagire direttamente con le aziende, hanno fatto sì che si creino sinergie tra posizionamento offline e online.
In questo contesto, una particolare attenzione viene rivolta al settore alimentare. Fondamentale è l’utilizzo del web per il posizionamento di alcuni brand nel food sector, soprattutto in un periodo in cui le abitudini alimentari sono in continua evoluzione. Nuovi trend alimentari stanno influenzando il comportamento di acquisto di milioni di consumatori e ciò costituisce una grande opportunità sia per le piccole che per le grandi aziende.
Nestlé, azienda multinazionale leader nel food&beverage, ha adottato strategie di posizionamento digitali per posizionarsi nel campo della nutrizione, salute e benessere. Quest’ultimo fine è ottenuto grazie a Nestlé Buona la Vita e la relativa pagina social. In tale ottica, un’attenta analisi sulla comunicazione web sarà condotta per comprendere meglio quale sia la migliore strategia per raggiungere un buon posizionamento coerente con gli obiettivi.
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Cuzzocrea, Alberto <1993>. "Brand Positioning and Repositioning Strategy: "Repositioning Geox in the Chinese Market"." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/17139.
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Following research aims to explore two fundamental issues within the brand management field: The Brand Positioning and Repositioning strategy. Through a careful analysis of contemporary literature, the study is making it a priority to identify the main steps a brand must face when it decides to design an effective positioning strategy, and the case where it is necessary for a brand to reposition itself in order to become competitive again. Crucial objectives on which the research is based are to understand how a company can reach a competitive advantage within the market through a successful brand positioning strategy, in which way a brand can differentiate it in the market, what are the causes that lead a brand to reposition itself, what is the process of brand repositioning and which strategies are the most effective one. Finally, the study focuses on an empirical case, analyzing the recent repositioning strategy Geox has decided to apply in the Chinese market.
BRAND POSITIONING: The first part of the study deepens the Brand Positioning topic, underlining what are the main features that characterize it, highlighting the importance that it assumes enhancing the brand within the market and how the positioning has changed hand in hand with the evolution of the society, in terms of economy, communication and marketing, shifting the focus of positioning from the product to the brand experience. The analysis then continues through the fundamental steps of brand positioning, where the features of a brand targeting are explored, with the identification of what is the brand identity and the final proposition value brought to the market. To move then on focusing on the importance of market segmentation, through a careful analysis of the main competitors, the definition of target customers and the design of an ideal strategic price, in order to establish an effective Unique Selling Proposition. The study then focuses on what are the most effective strategies to position the brand in the market, giving particular importance to the communication strategy and highlighting the positive and negative impacts of these strategies on final positioning.
BRAND REPOSITIONING: The second part of the thesis explores the theme of the Brand Repositioning. After introducing the topic, the research looks at what are the causes that lead a brand to the decision of repositioning in the market, identifying which are the different types of crises that can affect an organization. Deepening then the main stages that compose the repositioning process, which provides an analysis of the current state of the brand so as to understand what are the aspects to maintain and what to improve, a careful analysis of the competitors not to remain unprepared in front of possible innovations in the market, and the decision of which repositioning strategy is more suitable for not being point and head. In the end, the research pays its attention on what are the key elements to take into consideration in order to maintain steady the new positioning for a long time.
BUSINESS CASE: The third and final part is dedicated to the development of the business case, analyzing how a real company is trying to reposition itself in the market. Specifically, it is examined how Geox, a well-known Italian footwear company, decided to reposition itself in the Chinese market in order to become competitive again in the country after years of limited growth, trying to expand effectively its business. The research deepens the path the shoe company made in China so far, trying to understand what are the causes that pushed the brand to reposition and exploring in detail the relaunch strategy started in 2019, finally verifying any positive or negative feedback.
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Keprdová, Šárka. "Využití nástrojů online marketingu pro posílení konkurenceschopnosti podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319401.
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This diploma thesis focuses on strengthening the company’s competitiveness through the use of online marketing tools. On the basis of theoretical knowledge from specialized literature and analysis of the company’s current state, proposals contributing to the brand’s promotion with the help of selected online marketing tools (SEO, PPC, social networks) are developed.
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Rafijevas, Saidas, and Alina Todiras. "Strategic Brand Repositioning:Accessing Upscale Markets : A comparative study of Hästens Sängar and Arbesko AB." Thesis, Jönköping University, JIBS, Business Administration, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12420.
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Rafijevas, Saidas, and Alina Todiras. "Strategic Brand Repositioning:Accessing Upscale Markets : A comparative study of Hästens Sängar and Arbesko AB." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12420.
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Švábová, Karolína. "Strategie vybrané značky kosmetiky se zaměřením na český trh." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-113827.
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The thesis analyses the strategy of the natural bio cosmetics brand Sanoflore that is adapted on Czech market. It is devided into three parts. The first two serve as the theoretical basis for the practical part. The first part defines the brand, its components, hierarhcy and kinds. The second one describes brand management, positioning and brand strategy. The third, practical part analyses the strategy of Sanoflore and the change in order to improve its performance are recommended.
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Čubíková, Aneta. "Positioning vybraného výrobku." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262369.
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In my diploma thesis "Positioning of selected product" I focused on analysis of the positioning of the product CEWE photobook from Fotolab on the Czech market in the context of its competition. The theoretical part explains the concept of marketing, marketing mix 7P, SWOT analysis, positioning, brand and quantitative and qualitative research. The practical part presents the company Fotolab and its three main competitors in the market. In this part, all companies are compared on an extended marketing mix 7P. The Fotolab company is evaluated in the context of a SWOT analysis. The practical part is based on questionnaires and individual interviews, from which the recommendations will come for the company in the conclusion.
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Tran, Bonnie. "Ett varumärke för varje behov: Balansering och differentiering av varumärken i multi-brand portföljer." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13052.
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Multi-brand portfolios are characterized by comprising many brands in the same product category. Companies that have chosen to organize their products according to this strategy are facing both possibilities, such as expanding the accessible market size, and challenges such as how to organize the brands, their individual roles and their relation and position to the other brands in the category to maximize revenues. To address these aspects of multi-brand portfolios, I have investigated four product categories where multiple brands are represented at Mölnlycke Health Care, Unilever, Fagerhult and L’Oréal; how the multi-brand portfolios are organized, how the segmentation, positioning and product differentiation are done and what advantages and disadvantages that are associated with this strategy. My conclusions are that multi-brand portfolios can be organized in many different ways and to become successful, they have to be set in relation to the company’s whole brand architecture. Segmentation, positioning and product differentiation are important tools to differentiate the brands and to match them against distinct and specific customer needs. However, the importance and the function of each of them may depend on the overall brand and product organization. The main benefits of having many brands in the same product category are the opportunity to offer a complete solution for the customer and to reach a larger market by meeting diverse customer needs and preferences. The drawbacks are the risks for cannibalization, high marketing and administration costs and confusion among customers if they cannot distinguish between the multiple brands.
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Van, der Walt Maarten. "Alignment between the brand positioning and culture : the case of Santam Ltd." Thesis, Stellenbosch : University of Stellenbosch, 2007. http://hdl.handle.net/10019.1/3268.
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Thesis (MBA (Business Management))--University of Stellenbosch, 2007.ENGLISH ABSTRACT: In service industries, the people are the brand and the brand is the people (Taylor, 2003:136). People are one of the dimensions that differentiate a brand (the others are product, price, place, promotion, process, physical evidence). The realisation of the brand promise depends on how the staff will live the brand in their daily activities. If staff treats customers badly, the effect on the image of the company is negative and the brand promise made to customers is not fulfilled. There are unfortunately many misguided companies that expect that a new name, fancy logo and flashy advertising campaign by themselves are enough to attract customers (Taylor, 2003:3). Culture: Several studies (De Geus, 1997; Fitz-Enz in Barret, 1998) examined the key factors contributing to corporate longevity and identified six characteristics of long-lasting, successful companies. These companies focus on more than just financial results and the identified characteristics show a strong focus on building a positive organisational culture. There are many models of organisational culture. Santam used the model developed by Richard Barret (1998), which links human needs and personal motivations with human consciousness. He consequently identified seven levels of organisational consciousness based on the view that organisations grow and develop in the same way that individuals do, according to seven well-defined developmental stages. Organisations that learn how to master all seven needs operate from a full spectrum consciousness (Barret, 2006:26). Barret (2006:26), showed that these are the most resilient and profitable corporations because they have the ability to respond appropriately to all business needs. Culture is the DNA of the company and can be seen as the driving force for all actions, decisions and belief systems of the organisation, whether at a conscious or unconscious level. Moser (2003:11) notes that, before a company can project a unique, external brand, you must first understand the company’s internal character. This internal identity, defined by values that the company considers integral to its existence, is the source from which all other aspects of the brand will, ideally, flow. Brand: According to Roberts (2005:27), on an average day, a person can expect to have been in touch with around 1 500 trademarked products. In some supermarkets there are up to 35 000 trademarked products. Because the consumer is bombarded by so many products and services, all the marketing and advertising strategies in the world mean nothing unless the consumer defines the product as a brand. Moser (2003:2) distinguishes between the internal and external parts of the organisation. The internal part of the company has to do with the company itself: how well it knows itself, what its values are, how consistently it acts in accordance with its values and what it really believes about the quality of its products and services. The external part of a company’s identity is how well it connects and relates to others. The better it knows itself and what it stands for, the better it connects with everyone who comes in contact with the brand – investors, suppliers, employees, prospects and even competitors. According to Campbell (2003:34), brand positioning is the key to success. Understanding the brand’s “positioning” statement (the blueprint of what it is, what it represents and where it is going) helps designers to interpret the brand’s personality. Positioning helps a company to define who and what it is and what it does. It explains where a company fits into the marketplace, what it has to offer that is unique and why people should care. Santam: In 2005, Santam developed its current strategy, also called the 2010 strategy. The mission and vision were condensed into a purpose statement: To be the best in everything we choose to do. The purpose statement is supported by six strategic thrusts. As part of the 2010 strategy, Santam has gone through a process of repositioning the Santam brand to become a leadership brand. Santam will remain a monolithic brand, with all aspects of the business branded “Santam”. The market in Santam can be divided into personal insurance and commercial insurance. The personal insurance market is segmented, using income and life stage as criteria. This segment can be divided into two sub-segments: Clients who are active in the insurance market; and Clients who are entering the insurance market. The commercial insurance market is segmented according to the size of the business (based on the number of employees) and the life stage of the business. To become a leading brand, Santam has to offer something customers want and which competitors do not offer – a unique product in the insurance market. Santam wants to challenge the industry by offering value, providing reassurance and making it easy for customers to do business with them. However, they do not want to lose direct customers (customers not dealing with a broker) and weaken their relationship with brokers Santam’s brand promise includes a proactive approach per segment. The benefit it promises to the client is that Santam will make life safer (risk management), resulting in life being nicer (rewards and other benefits through partnering with stakeholders in the value chain). Santam made use of an extensive process to identify and develop values that will support the brand positioning. Several workshops were held around the company, involving as many employees as possible. The outcome of the workshops and the new brand positioning was announced at a company-wide event, to which all Santam employees were flown from all over South Africa. The values were populated against three philosophies and were communicated at the event. The three philosophies and seven values communicated were the following: Inspire: Passion and committed Embrace: Care, integrity and diversity Think Big: Inventive and excellence. The purpose of the event was to make a bold statement through showing employees that Santam cares and simultaneously communicating the new Santam brand positioning to them. After the event, the culture was measured by populating the values into Barret’s (1998:67) cultural model. The objective of the culture measurement was twofold: To determine the gap between the current culture and the future culture that will enable the company to achieve the strategy; and To determine how entrenched the values that were identified are. The culture survey showed the gap between what staff value personally, the current culture and the desired future values. After the measurement, the survey results were work-shopped with all business units to validate the results and to determine when to start, stop and continue actions. All these actions resulted in a values and behaviour framework (appendix 1) that can be used in a culture-transformation framework. The purpose of the framework is to develop the culture that supports the brand.
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Brizolla, Natasha. "Brand positioning in the pharmaceutical industry: content analysis applied to antiaging drugs." reponame:Repositório Institucional do FGV, 2017. http://hdl.handle.net/10438/19710.
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Under the shifting dynamics of pharmaceutical industries, companies must be responsive to adjust their strategies to the constantly evolving environment as well as predict future changes to be able to prepare and position their brands in the market to foster a privileged place. The goal of this study is to examine brand positioning strategies of age-related neurodegenerative drugs through content analysis in order to provide an overview of the pharmaceutical industry strategic approach regarding marketing and communication initiatives. This research adopted a descriptive qualitative methodology and begun by exploring concepts and theories regarding brand positioning and its application in the industry at hand. Then data was collected and examined under the Costumer-Driven Positioning framework from Vanderveer & Pines (2007) that focuses on physicians and message construction according to five rubrics: problem statement, functional benefits, main theme, emotional benefits, and reasons to believe. This research assessed each rubric of the CDP model and applied them for the eight brands embracing three major disease groups: Alzheimer, Parkinson, and Amyotropic Lateral Sclerosis. Suggestions of additional elements to be incorporated as well as limitations to be further investigated were discussed at last.
Para alinharem-se às mudanças de dinâmica das indústrias farmacêuticas, as empresas precisam ser ágeis para ajustar suas estratégias ao ambiente constantemente em desenvolvimento assim como prever mudanças que estão por vir para posicionar suas marcas no mercado adequadamente a fim de alcançarem uma posição privilegiada. O objetivo deste trabalho é propor uma análise das estratégias de posicionamento de marca para doenças neurodegenerativas advindas do envelhecimento através de análise de conteúdo a fim de proporcionar uma visão geral da abordagem estratégica da indústria farmacêutica em relação às iniciativas de comunicação e marketing. Essa pesquisa adotou uma metodologia qualitativa e descritiva começando por explorar conceitos e teorias a respeito de posicionamento de marca e suas aplicações na indústria em questão. Em seguida, os dados foram coletados e analisados sob o prisma da abordagem de posicionamento de Vanderveer & Pines (2007) (Costumer-Driven Positioning) centrado no público médico e na construção da mensagem de acordo com cinco rubricas: descrição do problema, benefícios funcionais, tema principal, benefícios emocionais e motivos para acreditar. Esse estudo considerou cada rubrica do modelo de posicionamento (CDP) e as aplicou para oito marcas abarcadas nos três grupos de doenças: Alzheimer, Parkinson e Esclerose Lateral Amiotrófica. Por fim foram discutidas sugestões para incorporar elementos adicionais assim como limitações para serem aprofundadas em pesquisas futuras.
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Nobili, Emanuele, and Andrea Bicocchi. "Positioning, communicating and perceiving a brand abroad : company and consumer´s perspectives of Barilla in Sweden." Thesis, Mälardalen University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-835.
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Problem: How do Barilla position and communicate its brand in the Swedish market and how do Swedish consumers recognize the Company’s positioning? Do they perceive the Brand in line with the intended positioning?
Purpose: Investigating in which way and to which extents Barilla achieves and communicates a suitable positioning in the Swedish market. On the other hand, assessing how consumers and potential customers perceive the brand Barilla, evaluating if they perceive it in line with its intended positioning.
Method: The research is mainly based on primary data: the Company´s perspective through a personal interview with Barilla´s brand manager; the consumers´ perspectives through 300 questionnaires distributed outside ICA Maxi in Hälla (Västerås).
Theories: Brand equity; Brand positioning; Promotional mix.
Conclusions: Barilla pursues a suitable positioning in Sweden, positioning itself on attributes which are valuable, and sought by customers. Consumers´ perception of the intended positioning is generally correct, since the main aspects which the Company focused on are commonly identified and considered familiar by the public
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Linander, Kristina, and Carolina Carlsson. "Positioning of a brand point of parity : a study of a possible approach for taking position of a point of parity in a mature business to business market." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-90333.
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Every organisation has to build their brand on specific associations that they want to be related to. These associations can be divided into two categories: points of parity and points of difference. Traditionally brands have been concentrating on the company’s points of difference in their positioning strategies. It is more complex to take the position of a point of parity than it of a point of difference. Positioning involves finding a distinct place in the customer’s memory for the right reasons the company wants to convey and in that way maximize the profit potential for the company. To be able to achieve this, the company need to define its target group, its competition, and in what way the brand are alike the competition and in what way they differ from their competition. Existing brands positioning derives from the brand’s identity. The problem question is how can an organisation gain the position of a point of parity? Food Safety is relevant to use as an example given that it is impossible to compromise with, since it could lead to bankruptcy if not properly handled. The aim is to dissolve the complexity of the situation by using well known theory about marketing strategies, brand building, positioning, brand identity, brand equity and communication. The solution consists of three phases that forms a model of a strategy. In the first phase the organisation need to set up their marketing and brand strategies, their frame of reference and decide on their identity, what point of parities and point of differences they want to be associated with. The second phase involves elaboration of the identity into brand equity. For a point of parity it is a longer process than for a point of difference. The last phase is the communication of the brands message and identity. Communication is the key to linking the identity to the customer. The steps are combined in the strategy set up in this research. Since markets are dynamic it is important to resubmit and keep working with all steps of the strategy.
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Pribilová, Petronela. "Analýza potenciálu positioningu značky Stará myslivecká." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199570.
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Stará Myslivecká is a traditional Czech brand occurring on the market since 1847. The label was one of the premium products during the period of socialism. However, there was a boom of new international brands on the market after 1989, which caused a downfall of Stará Myslivecká that lost its post. Diploma thesis contains an analysis of current brand position based on secondary and primary data obtained from online questionnaire. The aim of diploma thesis is to determine objectives that should be reached by the brand in next three years and to propose a marketing strategy based on the analysis of obtained data that would help to meet the objectives. To sum up, after reviewing all aspects is there the recommendation which one of the strategies is more preferable for the company.
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Topol, Jindřich. "Komparace positioningu jednotlivých produktových řad značky Concha y Toro." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15733.
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The theoretical part of this paper (chapters 1 to 3) explained the main relevant terms such as marketing, marketing mix, segmentation, targeting, positioning, brand, brand value and brand management. The practical part in its fourth chapter described the charakteristics of wine market in the world and also in the conditions of Czech republic. It also describes the chilean wines market in Czech republic and the local market competition environment. The fifth chapter introduces Concha y Toro winemaking company and also Bacchus company which is importing the Concha y Toro product into Czech republic. Sixth chapter analyses the Concha y Toro product portfolio and introduces the product lines and their role in context of the whole portfolio. This chapter also explains the influence of price and wine specific origin on the product positioning. Chapter seven focuses on more detailed analysis of the offtrade brands. It describes differences in communication activities, product characteristics and distribution channels. It also includes survey on chilean wines offered in some of the chain stores which illustrates the position of Concha y Toro wines on the czech market. Proposal of strategy to increase the sales volume in offtrade is presented as well.
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Naude, Rall. "Positioning of the Red Bull brand in the future markets of South Africa." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/80493.
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Thesis (MBA)--Stellenbosch University, 2012.ENGLISH ABSTRACT: The Red Bull brand has been in the international market since 1992 and entered the South African market in 1997. The company has seen phenomenal growth in the South African market, selling in excess of 39 million cans in South Africa during 2010. The brand created the energy drink category for the Western world. Red Bull grew the energy drink category in South Africa (SA) and with growth in profits and turnover, competitors entered the energy drink category. According to the brand strategy, the positioning of the Red Bull brand has always been premium. However, the economy and the fierce competitive environment in the energy drink category have become challenging for the brand both in terms of market share and value share. This begs the question: Is the Red Bull brand in South Africa sustainable? The brand remained premium in difficult economic times and during a time when many new brands entered the energy drink category. Hence, Red Bull’s loss of value and volume share in the energy drink category is the motivation for this study. The approach to the research includes conducting focus-group interviews with consumers and administering questionnaires. The research consists of three parts, namely Project Toro, Project Rojo and Project Matador, and was conducted by TNS Research SA for Red Bull. The research indicated that the brand is challenged in the area of pricing. Price remains the barrier of entry for new consumers purchasing Red Bull. Consumers agree that the brand must remain a premium brand. However, at some stage premium can become too premium. The price of Red Bull products will have to decrease to help ensure sustainability of the brand in South Africa. However, consumers did note that the brand must not decrease its prices too much because it will take away the status of the brand. The Red Bull brand is also challenged by the value proposition component. Competitor brands have larger cans which offer consumers value for money while Red Bull is known as the “small can” brand. As based on Red Bull’s international strategy, the efficacy and re-energising functional value of the brand are the main reasons why people still consume Red Bull. The focus that Red Bull once had on the entry-level consumer market that ensures sustainability of the brand has also been challenged by new brands in the category. Competitors have seen the opportunity created by investing in the entry-level consumer market. Red Bull SA has not been keeping up with international energy trends, which created an opportunity for competitors to launch bigger pack sizes and to be first-to-market. This has taken away value and volume share from the most valuable energy drink brand in South Africa. Renewed focus on the main findings of the research can give Red Bull the opportunity to once again be the leading brand in terms of value and volume.
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Červinková, Tereza. "Brand management značky společnosti Crystalex, CZ." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-192586.
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The aim of this diploma thesis is to analyse brand management of one chosen company. The theoretical part of the thesis is focused on comprehensive explanation of brand management. At first brand and other related terms are explained from the marketing point of view. Then the author has focused on legal dimension of the term brand and its registration as trademark. The practical part of the thesis deals with the analysis of brand management of one concrete Czech company Crystalex, CZ, which produces and exports Czech domestic glass. The primary data are gained by dialogues with specialists from the company and its patent agency. The author has talked to many potential customers in points of sale of products from Crystalex, CZ as well. On the basis of all these information the author has made own proposals to increase the efficiency of brand management of the company Crystalex, CZ.
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Sokolowski, Anna, and Viktoria Sandström. "Online Brand Repositioning : A case study of Halens." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16559.
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This thesis was carried out during Spring semester 2012 at Södertörn University in collaboration with the Swedish distance selling company Halens. Halens is one of Sweden’s leading e-commerce companies with a significant history in distance selling. The company started as a mail-order company but their current and future goals are directed towards full e-commercialization. Halens has expanded to several international markets and their assortment consists mainly of women’s apparel, but also includes men’s wear, children’s wear and electronics. The purpose of this thesis is to find ways to improve the image of traditional mail-order companies that are going through a transition towards e-commerce. It has a specific look on branding and brand repositioning and the aim is to give suggestions on how to improve the image and attracting new customers while maintaining the loyal customer base that companies have gained. This includes identifying the pros and cons of the companies’ current position as well as viewing the modern possibilities that e-commercialization brings. Four interviews were conducted in order to obtain up-to-date information. Two of the people who were interviewed are employees at Halens whose work is closely related to the subject of this thesis. The data that was obtained from them deals with the company’s current activities and goals in terms of repositioning their brand. Another viewpoint is met with two consumer interviews, where information is received from different attitudes towards Halens. One of the interviewed is a long-time Halens customer, while the second one has never purchased from Halens. In addition, our own observations have been conducted for deeper analysis of the study. As one of us is a Halens employee it has given us direct access to collect data about the company image and compare our perceptions with one another. A clear view of the brand repositioning requirements that have appeared with the transition towards e-commerce has been established during this essay. Results have shown an apparent need for modernizing and investing in renewal of brand image as a mail-order company moving in to online marketing.
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Edström, Henrik, Christian Algotsson, and Emil Folkesson. "Brand strategy in the Swedish banking industry : A comparative study of Nordea and SEB." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1271.
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A brand consists of more parts than the visible features such as names and logotypes. No matter in what industry a company is acting the brand in itself determines if the company will succeed or not. A successful brand is extremely hard to copy since two exactly similar brands do not exist. With a strong brand you create positive associations and form emotional relationships with customers.
The purpose with this paper was to investigate how banks in the Swedish market explain their brand identity and how they use their brand identity when positioning themselves. Furthermore the authors have investigated the differences in that matter between two of the leading banks in Sweden. This was done through a comparative case study with Nordea and SEB who are two of the leading banks in the Swedish market.
A qualitative method has been used to this thesis and in-depth interviews have been conducted to collect information that was suitable for our stated problem.
The results showed that both Nordea and SEB explain their brand identity according to the different aspects that the theory states and they understand the importance of brand identity. When building brand identity it is important to be aware of the different parts that the brand identity consists of. Both banks try to develop the different parts of the brand identity but there are differences in the amount of resources they put in each part. When positioning themselves, both Nordea and SEB are answering the questions in the theory concerning positioning and positioning a brand. The theory implies that the core identities are the foundation when positioning and both Nordea and SEB are well aware of their core identities and they are using them when positioning their brand.
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Chang, I.-Hsiu, and 張壹琇. "Online Brand Positioning Program." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ny35x2.
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碩士國立臺灣科技大學
企業管理系
107
This study re-examined the steps of scholars' brand positioning strategies in the past, and combined the steps of realizing data conversion into knowledge in the field of text exploration, developed the brand positioning procedure of this research, and provided a method for enterprises to monitor their brand positioning regularly. User-generated content in the community provided a more timely solution than passively asking customers to provide feedback on the brand. For marketers, the online community is more than an important conduit for understanding consumers than passively being asked to provide input, enabling consumers to actively participate and generate brand-related user-generated content. Through the application of Python and word vector training model, extracted the important brand words and feature words in the text data, calculated the semantic relevance, explored the brand positioning from the consumer perspective, and solved the past enterprises' own brand positioning and consumers’ perceive inconsistencies. In addition, the programmatic positioning of online brand positioning can help companies to regularly monitor and monitor brand positioning to help companies correct their positioning in a timely manner and face a constantly changing and uncontrollable competitive market. Finally, the brand perception map from the consumer perspective helps to understand the brand's competitive advantage, the competitive structure in the market, and even open up the possible blue ocean market. And through the case of the M brand, in-depth discussion of the application of brand perception map, but also added new ideas for management implications.
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Jeng, An-Sheng, and 鄭安盛. "A Study of Relationships among Brand Positioning, Brand Image and Brand Equity." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/10975512080254256440.
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碩士國立屏東商業技術學院
行銷與流通管理系
93
This empirical study attempted to find the relationships among brand positioning, brand image and brand equity. The brand image was used as the interval variable for researching the influence effect between brand positioning and brand equity. This study selected consumers with private label brand purchase experiences from Costco’s or Carrefour for the empirical as the study sample. The sample contained 250 consumers. The final sample of 234 valid questionnaires was obtained. We use t-test, Pearson correlation, and regression statistics. This research reaches the following conclusions: 1. Different brand positioning should have different effects on brand image. Moreover, the medium-value strategy (medium-quality & medium-price) is better than the economy strategy (low-quality & low-price). 2. Different brand positioning should have different effects on brand equity. Moreover, the medium-value strategy (medium-quality & medium-price) is better than the economy strategy (low-quality & low-price). When constructing the surface to analysis in brand equity, only brand awareness is not influenced by brand positioning. 3. The brand image significantly influences brand equity. 4. The brand image is a flexible factor that interacts with the brand positioning. Ultimately, this interaction results in brand equity.
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Li, Hsin-ju, and 黎欣如. "The Positioning Strategies by Nation Brand." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/h9a8jn.
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碩士銘傳大學
國際企業學系碩士在職專班
97
Stemming from the concept that states “A country is like a brand,” nation brand is an important notion. A unique and positive nation brand helps the country to develop its tourism, attract investment, consumers and immigrants and establish friendship with other countries. However, establishing a nation brand is different from conducting promotions in common markets. The establishment of a nation brand emphasizes the uniqueness of that country’s culture. Consumers gauge a country from six different “national brand indexes”: export, governance, culture and heritage, people, tourism, and investment and immigration. Moreover, these six aspects of a nation brand are integral to rather than independent from one another. This study uses preliminary and secondary data analyses to evaluate these indexes of a nation brand. Targeting on five countries in Asia (Japan, Taiwan, Korea, Mainland China and Thailand), this research uses SPSS as the major statistic method. The research results indicate the following. First, the preliminary data show that the public gives Japanese nation brand the best overall evaluation and less positive comments to overall Korean and Mainland Chinese nation brands. Second, the secondary data lead to the statistics indicating that Japan enjoys the best overall nation brand. Mainland China and Thailand face less positive comments on their overall nation brands. Third, based on preliminary data and the gap analysis of secondary data in 2006, the findings show that these countries have more gaps in the aspect of tourism. Fourth, chronologically, the analysis demonstrates the changes that these countries’ nation brands experienced between 1998 and 2007. Both Taiwan and Korea experienced much change in the aspects of “Technology and Education” and “Governance”; Mainland China in “Economy and Culture” and “Governance” and Thailand in “Governance.” Fifth, the results obtained from the secondary data reveal that Taiwan has a great advantage in “Technology and Education” and the preliminary data show that the general public gives better comments to Taiwan’s “Technology and Education.”
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Yeh, Tsung-yu, and 葉宗昱. "Brand Equity, Market Segmentation, and Brand Positioning in Instant Noodle Market." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/9c5asw.
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碩士國立中山大學
企業管理學系研究所
95
Due to the advancement of technology and technique, the differences between products and product function gradually decrease. To avoid unnecessary competition among the peers, the most productive method is by establishing unique brand value within consumers’ perspective. In the case of instant noodle market, which suffers with limited funding and low-priced and low-profited product, it is necessary to implement the methodology of market segregation and target marketing. Therefore, a minimum investment with appropriate marketing approach can also receive a rewardable profit. This study is based on the instant noodle brand “UU”, it is mainly focus on consumers in the Kaoshung area. By using the method of public questionnaire investigation, the 180 valid samples are collected for the study. Based on the interviewers’ “descriptive characteristics” and “behavioral considerations”, the group is segregated by factors analysis and group analysis. According to the characteristics of each segment, appropriate market is determined for the development of brand value that contributes to target marketing. Purpose of this study: 1.An outline of the instant noodle consumer 2.The eating habit of instant noodle consumer 3.Brand equilty 4.Brand loyalty 5.Product experience and brand value According to the study result, consumer can be classified into three different segments: fashion (trendy) group, traditional (mature) group, and passionate (personal) group. Among the three segments, there are significant differences mostly on population, eating habit, the rights of brand, product experience, and brand value. By clarifying the characteristics of each group; this study is able to provide a suggestion for “UU” to implement different marketing stredagy for different market segment.
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"A Study of The Relationship between Brand Positioning and Brand Value." Doctoral diss., 2016. http://hdl.handle.net/2286/R.I.40758.
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abstract: It is important and with significant practical value to study how positioning may help enhance a company’s brand value and improve a company’s profitability. It is especially essential to find suitable solution to help Chinese enterprises appropriately position their brands, evaluate brand value, and adopt suitable positioning strategy.
The purpose of this paper is to clarify the impact of positioning on brand value through several case studies and empirical research, and to establish the relationship between positioning and brand value. At the same time, through determination of research topics and conduction of field studies, the paper ultimately verified the relationship between the internal theoretical prediction and the business management outcomes.Dissertation/Thesis
Doctoral Dissertation Business Administration 2016