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
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