BRAND POSITIONING ON THE MARKET

Abstract

Brand positioning is a process of creating an impression about a certain
brand in the consumers’ minds. By doing that, consumers are able to connecta certain brand with something specific and desirable, which distinguishes it from other
products on the market. Recognizable and famous brands inspire trust among consumers. Brand positioning requires identification of the target market, identification
and analysis of competition, as well as optimal points of similarity and diversity in
comparison with other brands. In order to develop the most appropriate positioning
strategy, it is necessary to identify the unique characteristics of a brand and determine
what distinguishes it from the competition. Positioning represents a process of shaping the company’s offer and reputation in order to take a special place in consumers’
minds (target market) and to maximize the potential benefits for the company in this
way. Brand mantra is an important tool for brand positioning. The improvement of
market value can be achieved through emotional consumer-oriented actions, which
are becoming an increasingly important method of connectingwith customers and
differentiating from the competition. In addition to standard models, many new,
modern and alternative approaches exist today and are used to position a brand.