Brand Positioning Strategies Research Articles

Strategies Management for Mass Customization in the Apparel Industry: Case of Market Demand and Risk in China

With the development and adjustment of the industrial structure, the manufacturing industry, especially the transformation and upgrading of the apparel industry, is crucial for Chinas high-quality economic development. This paper studies the strategies of cooperation, consumer demand response, and risk identification and control in the mass customization market of the Chinese apparel industry. Firstly, it explores the co-creation strategies among enterprises in mass customization, analyzing cases of efficient resource allocation and cooperation in excellent apparel companies. Secondly, from the consumer behavior perspective, it studies how companies meet personalized needs through combined online and offline marketing models and brand positioning strategies. Finally, analyzing the supply chain, consumers, and internal aspects of enterprises, the risk factors in the mass customization market are identified, and corresponding pre-control measures are proposed. This study aims to provide management suggestions for apparel enterprises in the wave of mass customization, helping small to medium-sized enterprises (SMEs) face market challenges and improve operational efficiency and market competitiveness.

ANALYSIS OF BRAND POSITIONING STRATEGIES: A STUDY ON PARLE COMPANY

The article examines the brand positioning strategies of Parle Company, a leading player in the Indian biscuit industry since its establishment in 1929. It explores the historical context of the biscuit market, highlighting Parle's evolution from a luxury item to a staple in Indian households. The study identifies key strategies employed by Parle, including targeting family values, utilizing diverse media platforms, emphasizing nutrition and value, and maintaining an extensive distribution network. Through a review of relevant literature and research methodologies, the article underscores how Parle has successfully navigated the competitive landscape, fostering consumer loyalty and brand equity. The findings illustrate the importance of adaptability and consumer-centric approaches in sustaining market relevance. KEYWORDS: Parle Company, Brand Positioning, Biscuit Industry, Consumer Behaviour, Marketing Strategies, Nutrition.

Development of a consumer-based brand equity strategy for the positioning of football team brands

This paper develops a brand positioning strategy based on consumer-based brand equity for football team brands. The study is designed and validated in three separate empirical phases. In Study 1, the authors interviewed experts in the field using a qualitative research design and identified the football team brands with the highest consumer-based brand equity. In Study 2, the authors applied explanatory factor analysis to the spectator-based brand equity scale to find the appropriate factors for evaluating the identified team brands. In Study 3, the authors used multidimensional scaling and evaluated and discussed team brands based on the identified factors. As a result of the research, an ‘ideal brand’ had to be designed, taking into account the ten football team brands identified in Study 1 and the six factors identified in Study 2. This brand was rated ‘best’ across all factors and compared with other brands. The authors recommend this new brand positioning strategy to practitioners and emphasise that future studies should be conducted in other countries and for other sports disciplines.

Шағын және орта кәсiпкерлiк субъектiлерiнде брендті позициялау стратегиясын қалыптастыру

With the economic growth and fierce competition in our country, it is not enough for SMEs to simply produce goods and services and offer them to the market to continue their existence. Market conditions are constantly changing due to globalization and changes in customer expectations. Due to changes in consumer expectations and strong competition, SMEs' continued existence requires them to create brand value and a strong brand image for their products. The brand ensures that the business and its goods and services are perceived differently from its competitors, due to the perception it creates in the minds of consumers. Brand positioning is defined as an effort to place a product/brand somewhere in the mind of the consumer. The aim of positioning is to place the brand in the mind of the consumer in order to maximize the potential benefit of the business. The purpose of this article is to theoretically analyze the formation of brand positioning strategy in small and medium-sized business entities and to contribute to domestic literature. In this work, the concept of small and medium business was first defined. The principles of brand positioning and marketing are theoretically defined. In addition, the use of social media and strategic positioning of small and medium-sized businesses was theoretically analyzed, and the principles of successful brand positioning were considered. The methods of systematization, deduction and induction of scientific literature were used in the research work.

A Comparative Analysis of Product Positioning Strategies in the Global Electric Vehicle Market: Insights from Leading Brands and Emerging Markets

This paper conducts a comprehensive comparative analysis of product positioning strategies in the global electric vehicle (EV) market, focusing on insights from leading brands such as Tesla and emerging market players like Build Your Dream (BYD). Through an examination of technology innovation, product features, market penetration strategies, pricing models, sustainability, and environmental policies, the study highlights the diverse approaches companies adopt to navigate the rapidly evolving EV landscape. The analysis reveals that technological innovation, particularly in battery technology, drive systems, and autonomous driving capabilities, plays a crucial role in differentiating brands and shaping consumer preferences. Market penetration strategies and pricing models further illustrate how companies adapt to competitive and economic dynamics to maximize their global footprint. Additionally, the paper explores how sustainability and environmental policies reflect corporate responsibility and serve as key components of brand and product positioning strategies. The findings suggest that a deep understanding of these multifaceted aspects is essential for EV manufacturers to achieve long-term success in a market characterized by intense competition and high consumer expectations.

Analysis of Sports Brand Positioning Based on Consumer Perceptions

The sports industry's expansion and growing focus on physical activities and healthy lifestyles have made sports brands important in satisfying consumer demands. Comprehending the positioning of sports brands in the Indonesian market is vital for formulating efficient marketing tactics and achieving a competitive advantage. This study examines various aspects of sports brand positioning, such as brand differentiation, market segmentation, brand objectives, and communication strategies. This study offers insights into the effective positioning strategies and best practices of leading sports brands in Indonesia. In the Indonesian market, comprehending the positioning strategies of sports brands is essential for gaining a competitive advantage. This study examines how selected variables enable brands to differentiate themselves and adapt to changing demands and preferences of Indonesian consumers. Consumer data is gathered via surveys and interviews. This study analyzes the brand positioning strategies of Nike, Adidas, Puma, NB, and Skechers, in relation to specific measurement variables. This study illuminates the positioning strategies utilized by selected sports brands in Indonesia. The study emphasizes the importance of various factors, including price, material quality, durability, style, brand reputation, customization options, and sustainability initiatives, in shaping consumers' perception and brand preference. This research offers valuable insights for sports marketing practitioners, brand managers, and strategic decision-makers regarding the significance of sports brand positioning and its role in achieving competitive advantages. This study adds to the current knowledge base and provides practical implications for creating effective marketing strategies in the Indonesian sports market by identifying successful positioning strategies used by these brands. Keywords: Consumer Perceptions, Sports Brand Positioning.

Snapshots of nature: Harnessing Flickr data to frame sustainable brand positioning strategies for Thailand's national parks

National parks, crucial for nature-based tourism, often grapple with balancing marketing and sustainability objectives. Destination brand positioning offers a solution, yet techniques leveraging social media data for strategic positioning remain scarce. This research introduces a method, using Flickr photos, to: (a) identify the key features that define the brand identity of Thailand's national parks, (b) develop a categorical framework to group these parks based on their features and (c) uncover the distinctive features that differentiate parks within each identified category. Utilising Google Cloud Vision AI and LDA topic modelling, 51,387 photos across 125 parks were analysed, revealing 11 topics. K-Means clustering, supplemented by an innovative associative word analysis, discerned five park categories, and the distinctive features of each park. The findings advocate for Thai national parks to adopt strategies including brand positioning, repositioning, demarketing, and collaborative branding to harmoniously bridge sustainability and market demands. Management Implications•Association analysis can serve as an important tool for DMOs and conservation agencies to better understand and manage points of difference in nature-based tourism destinations.•The results of association analysis can inform brand positioning, repositioning, demarketing, and collaborative branding strategies that balance market needs with sustainability.•Distinctive brand positioning can be used to promote lesser-known destinations. Repositioning can be used to promote other strategic images and attributes of the destination. E.g., Khao Khitchakut National Park, which is famous for “Buddha footprint” can promote outstanding natural trails and wildlife that could attract high-value tourists. Demarketing may be necessary to conserve the uniqueness of certain destinations. We show some examples with overtourism that are put under great concern and should rely on carrying capacity strategies.

The Implementation of Bank as a Service Marketing Communication Strategy in Increasing the number of customers on blu by BCA Digital

Marketing communication activities through strategies to develop market penetration and brand positioning strategies are very significant efforts for blu by BCA Digital. blu is an all-in-one banking product that is a solution to answer the financial and non-financial needs of digital savvy through an interconnected digital ecosystem, as well as spreading brand awareness for the BCA Digital platform. This study aims to identify blu's marketing communication strategy with the implementation of public relations, marketing mix, efforts and challenges in their promotional activities. This research also seeks to find the most dominant form of blu's promotional efforts. Descriptive qualitative method is used in this study. The data collection was carried out through non-participant observation, in-depth interviews, literature review and archiving. Key informants were obtained through purposive sampling technique. Data analysis was carried out by means of data reduction, data presentation and verification. shows that blu is very dominant and active in carrying out digital promotional mixes through mobile application platforms, social media and establishing collaborative partnerships with various communities to build ecosystems. In addition, blu also has the goal of educating its multi-segment target audience to make blu's digital banking relevant to everyday life. blu launched a mobile banking application which as of December 2022, the users achieve more than 1.1 million people. This achievement could not have been separated from good collaboration and integration with fintech partners, cooperation with companies and various universities with bank as a service or blu access is installed in the partner’s applications.

Analyzing IKEA Brand's Media Marketing Strategies and Improving Customer Experience through Inductive Reasoning Approach

As competition in the global furniture retail industry intensifies, IKEA is a leading brand attracting attention for its innovative design, affordable prices and unique shopping experience. In order to enhance customer experience and strengthen brand value, IKEA needs to focus on the effectiveness of media marketing strategies and improve customer satisfaction. This study adopts inductive reasoning and quantitative research methods to analyse IKEA's media marketing strategies and make recommendations to improve customer experience. The study analyses the different marketing strategies used by IKEA and their impact on customer experience, and through data collection and analysis, identifies the most effective strategies to attract, retain and improve customer satisfaction. In addition, the research delves into how IKEA utilises social media, TV commercials, online advertisements and its own websites and apps for marketing campaigns, providing recommendations on best practices in media marketing. In addition, the study analyses IKEA's brand positioning, consumer targeting and communication strategies to understand its unique marketing approach and success factors. Based on these findings, recommendations are made to improve customer experience, optimise marketing strategies, strengthen IKEA's brand positioning, increase customer satisfaction and drive business growth. This study provides practical insights for IKEA and marketing practitioners by analysing in-depth research on IKEA's media marketing strategy and customer experience improvement, which is important for media marketing strategy and customer experience research. In addition, the results of the study are a catalyst for development, innovation and progress in the furniture retailing industry.

Impact of brand positioning strategy on the financial performance of commercial banks

Brand positioning serves as a critical differentiator in today’s dynamic business environment, enabling banks to secure a competitive edge. Prior research by Arora and Chaudhary (2016) underscores the positive influence of brand value on profitability, shareholder value, and overall financial efficiency. This study delves into the Vietnamese commercial banking sector to examine the influence of brand repositioning strategies on both brand value and business performance. Employing a comprehensive survey encompassing seven leading Vietnamese banks, the research leverages partial least squares structural equation modeling (PLS-SEM) to elucidate the intricate relationships between brand repositioning initiatives, brand value creation, and subsequent financial performance. The empirical findings contribute robust evidence, revealing a positive and significant association between brand repositioning and: 1) enhanced brand value, 2) improved business performance, and 3) the crucial mediating role of brand value in the relationship between brand repositioning and financial success. The findings underscore the strategic importance of brand positioning for Vietnamese commercial banks. By effectively repositioning their brands, banks can enhance brand value, leading to improved financial performance. This research provides valuable insights for banking executives seeking to optimize their branding strategies and drive sustainable growth.

Smart city branding vision: multiple stakeholder perspectives

City governments around the world are becoming smarter to enhance the quality of life of residents and the sustainability of the city. Becoming smart provides an opportunity to gain competitive advantages for cities by developing their identity as a smart city brand. To successfully brand a smart city, a smart city vision that incorporates the perspectives of different stakeholders can provide a useful basis for developing brand positioning strategies. This study aims to explore a smart city branding vision from the perspectives of multiple stakeholders. The study constructs and analyzes the vision maps of a smart city brand for user innovators (n = 224) and end users (n = 716) in Taiwan through surveys and network analysis. The results reveal a vision map with thirty-one elements for the two groups, consisting of seven core elements and twenty-four peripheral elements. Compared to end users, user innovators have more vision associations with a smart city brand. Additionally, the two groups share four core vision elements: smart pay, smart traffic, sound information infrastructure, and smart education. This study provides researchers with different approaches to understanding city branding vision and provides city managers with a valuable reference while designing city services and devising branding strategies for smart cities.

Dampak Brand Positioning Terhadap Persepsi Konsumen Dan Niat Membeli di Toko Kijora Lemang Batok

This research aims to evaluate the impact of brand positioning strategies on consumer perceptions and purchase intentions in the Lemang Batok store context. The Lemang Batok store is considered as a research object to understand how brand positioning can influence consumer perceptions and their desire to purchase this unique product. Mixed methods were used to combine survey and interview data to gain a holistic understanding.

B2B 기업의 디지털 마케팅 도입이 글로벌 디지털 마케팅 역량과 성과에 미치는 영향 연구

Digital technology among corporate environments is rapidly changing. In the recent development of digital technology, global B2B companies are also trying to secure the level of digital marketing capabilities introduced by B2C companies. In this context, this study investigates the relationship between the introduction of digital marketing of global B2B companies on digital marketing capabilities and brand performance. Additionally. In global B2B companies, we want to find out whether there are differences in global brand performance depending on the level of brand positioning strategies. In order to achieve the purpose of this study, a survey was conducted for global B2B marketers. The data obtained through the survey were tested in advance for reliability and validity. And we tested the hypothesis. The main results of hypothesis testing are as follows. First, the higher the level of digital marketing introduction, the more positively affected the level of global digital marketing capabilities. And among digital marketing capabilities, digital media convergence capabilities and export support platform construction capabilities positively affected global brand performance. The moderating effect according to the level of brand positioning strategy was partially verified. In other words, some marketing competency levels had a more positive impact on global brand performance in groups with high levels of brand positioning strategies. This is a research result that suggests the importance of brand positioning strategies and management in global B2B companies.

Study of the endogenous and exogenous environment factors of the mall in section of brand positioning

The article examines the influence of the factors of the endogenous and exogenous environment of the mall on the process of implementing the positioning and re-positioning strategy of the brand, as well as their essence in the conditions of the transformation of modern market relations. Considered the need to apply the business model of brand activity and its derivatives in the concept of marketing. A complex of macro-, meso-, and micro-level indicators influencing the current state and prospects for the development of the market of trade and entertainment services within its elements is highlighted. A methodical approach to managing the positioning of the shopping center brand, consisting of five blocks, is identified: creation of signs of differentiation and recognition of the shopping center brand; increasing the level of loyalty of the target audience of the mall; generation of high-quality leads; support of client relations with key stakeholder groups of shopping center; strengthening the capital of the shopping mall brand. A survey of experts of the trade and entertainment market of Ukraine was carried out in order to identify influencing factors on the formation of brand positioning strategies in the field of trade and entertainment services. In light of this, the brand positioning map of the shopping center is described, based on the motivations for making a purchase decision, and the behavioral characteristics of the young segment of the shopping center's target audience are summarized. As a result of the study, it was concluded that in response to the challenges of the exogenous and endogenous environment of the mall in terms of brand positioning, it is necessary to develop solutions based on data of the target audience and implement an agreed solution in terms of blocks: clear brand positioning; a clear understanding of the current behavior of the target audience; a clear strategy of placement in geographical locations and network associations

Brand positioning strategies and their effectiveness: A case of high street fashion retail brands in Pakistan

Brand positioning has been acknowledged by practitioners and academics to be an important element of brand management. Firstly, this study aims to investigate the relationship between three brand positioning strategies (benefit brand positioning strategy, feature brand positioning strategy and surrogate brand positioning strategy) and joint effect of the five dimensions of brand positioning effectiveness, namely, favourability, dissimilarity, uniqueness, credibility, and sustainability. Secondly, this study investigates the separate relationship between the three brand positioning strategies and the five dimensions of brand positioning effectiveness in the case of high street fashion apparel retail brands. To empirically test the proposed framework adapted measurement scales were used. Data from 607 young consumers in Pakistan were collected. Empirical findings confirm that benefit brand positioning strategy and surrogate brand positioning strategy have a greater effect on brand positioning effectiveness. However, a significant positive relationship was found between all three brand positioning strategies and brand positioning effectiveness. These findings also indicate varied yet insightful relationships between brand positioning strategies and five dimensions of brand positioning effectiveness. Marketers can benefit from these findings as a means to understand brand positioning strategies from a consumers’ perspective thereby making use of these results in articulating branding strategies as a way to generate and communicate a distinctive competitive perception for their brands.

Brand orientation as a marketing perspective for primary healthcare organizations

ABSTRACT Recent marketing literature suggests that brand orientation is an alternative concept for the public health because it is believed to address the shortcomings of market orientation. Brand orientation is specifically of interest to the sector of healthcare, due to the complex nature of the sector. The purpose of the study described in this paper was to find out what the possibilities are of brand orientation for local healthcare providers. The study shows that brand orientation is relevant for physical therapy primary healthcare organizations (PTPHOs), but is not always adopted effectively. PTPHOs are strongly focused on the patient as the only stakeholder. A more powerful option would be to choose a brand positioning strategy for all relevant stakeholders. PTPHOs have to design integrated marketing activities to encourage consumers directly to use our products/services, and to encourage suppliers, distributors, and other key stakeholders to promote our products/services to consumers. In order to safeguard their role and position in the context of community care for the future, the PTPHO is challenged to become more active and more visible, and must collaborate more with other (healthcare) professionals in the community, broaden their services, and focus more on the (future) needs of the citizen.

Typologies and taxonomies of positioning strategies: a systematic literature review

Purpose The purpose of this paper is to review the existing literature on positioning strategies, categorise them as typologies and taxonomies and propose generic positioning strategies for organisations from a theoretical viewpoint. Design/methodology/approach Typologies and taxonomies are defined and characterised, and then all product or brand positioning strategies are examined. Articles published in reputable marketing and strategic marketing journals from 1969 to 2022 are analysed for this purpose. The analysis was done using qualitative text mining: classification, coding and text analysis. Findings The review enables the identification of three generic positioning strategies widely accepted in the literature, as well as the distinction between conceptually derived positioning strategies (typology) and empirically derived positioning strategies( taxonomy). Research limitations/implications This study provides a comprehensive overview for researchers who wish to get broad-picture research on generic classifications in positioning strategy. Moreover, most notably for academics, to the best of the author’s knowledge, this is the first study to classify positioning strategies into typologies and taxonomies based on their evolution. Practical implications Knowledge of positioning typologies and taxonomies can assist managers in developing and implementing a strategy that allows their company to maximise the potential of its product/brand and achieve better results. The literature review contributes to theory development and helps companies understand their positioning strategies. Originality/value Despite considerable interest in positioning research, little effort has been made to examine positioning strategies’ current or future development. Some authors use the term taxonomy to describe their conceptually derived classification of positioning strategies, and it was discovered that authors frequently interchangeably use the terms typologies or taxonomies. When attempting to understand and compare the various classifications, this liberal use of the term’s typology and taxonomy creates misunderstanding and confusion. This paper fills that void.

A Comparative Study for Eco lodges Architecture to Brand Position Wellness Destinations in Egypt

This research aims to identify the architectural features of Baharyia Oasis in Egypt to promote the wellness potentials of the destination through developing an eco-lodge architectural image using a brand positioning strategy. The study adopts a comparative methodology to evaluate the architectural elements of Qaser el Bawiti in Baharyia Oasis, Egypt, and Banasura Hills in Kerala, India. As a result, the study proposes a brand positioning strategy for wellness eco-lodges using the architectural identity of the destination.

Antropomorfisme Merek dalam Kajian Filsafat Ilmu

Background – Anthropomorphism refers to the customer's tendency to think of a human characteristic that is in a product or brand and has become a brand positioning strategy that has received attention in marketing research in recent years. Anthropomorphism strategy is needed and becomes an effective alternative strategy in marketing communication, but there is some debate about the success of anthropomorphism strategy in marketing communication. The discrepancy in the findings of the debate makes the anthropomorphism strategy interesting for further research, especially on consumer attitudes.
 Aim – Anthropomorphism concept is very important in developing a brand for the consumers. Marketing strategies can provide information about the introduction and market’s problems, provide information on alternative solutions, analysis of alternative solutions, and evaluation. The anthropomorphism strategy is used to get closer and communicate the brand to the consumers. This study develops a conceptual framework that describes the philosophy of science about brand anthropomorphism from a marketing perspective.
 Design/methodology/approach – This study uses secondary data in the form of literature studies and mapping on 78 articles published in Scopus-indexed journals, especially Q1 and Q2 for 47 years from 1975 to 2021. The framework is presented in 3 main aspects that are ontology, epistemology, and axiology. That aspect is discussed in depth in accordance with the development of existing scientific studies.
 Findings – Brand anthropomorphism is one of the most effective marketing strategies to bring brands closer to their consumers. This study found the antecedents and consequences of brand anthropomorphism, such as brand image congruity, anthropomorphic advertisement, customer intention, willingness to register, etc. These findings, theoretically, it is expected to provide a roadmap for further anthropomorphism research and practice as the input in determining marketing strategies for companies. 
 Research implication – A conceptual model of brand anthropomorphism is presented with an explanation of the influencing factors and the factors that are influenced. This study can help for further research about anthropomorphism. 
 Limitations – This study only refers to Scopus Q1 and Q2 for 47 years from 1975 until 2021.

BRAND POSITIONING STRATEGY IN THE COMPETITIVE ASPECT

A new brand for an organization is inseparable from organizational identity. The aim of the research is to investigate the positioning strategy in terms of competitiveness and visitors of Kaunas District Public Library (KDPL). Research methodology: analysis of scientific literature and statistical data, staff survey, SWOT analysis. Main findings: the flow of visitors of KDPL in the period of 2018–2020 has decreased by a quarter, the user portrait consists of 5 user groups (employed, studying, pre-school children, unemployed persons and others), the number of library users by gender did not change, 70% consists of women, attendance of four user groups decreased or remained virtually unchanged, when the amount of employed users increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the library competitors users’ needs and expectations can be analysed further. The local position of KDPL’s has shown the potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy of public sector organization, while the available research has been carried out on private branding. The current research will be useful for KDPL and other public organisations.