Bashkirova & Partners » Solutions » Marketing Research » Positioning, brand image

Positioning, brand image

Research of image and brand positioning is very useful for the development of strategies to promote the brand and advertising campaigns, as well as during the rebranding and repositioning.

  • Product position characterizes the place it occupies in the minds of consumers in relation to competitive products
  • At the same time the product should be perceived by the target group of consumers as having precise image, which distinguishes it from the products of competitors

Positioning is usually carried out in three stages:

    1. Determining important attributes and their priority for the given market segment
    2. List of competing products is made.
    3. Attributes of the positioned brand are compared with the attributes of the competing products

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