The Meaning and Role of the Positioning Process in Brand Management

Abstract

The article deals with positioning as an effective branding tool. The classification of positioning, approaches and types to the formation of the image and image of the brand are considered. The main stages of brand creation, the key and most used types of strategies in brand management are considered. Examples of positioning of world brands - leaders in their industries are given. The importance of developing a competent slogan as an important element in the development of a strong brand is considered separately. Brand positioning is a special marketing strategy, the main task of which is to distinguish the company from competitors and to build special trusting relationships with consumers. When developing a brand strategy, leading brands pay special attention to brand positioning, since a competent development and approach to positioning improves brand perception by consumers, directly affects the recognition of a product or product line, and provides feedback to consumers.