Strategic Management of Brand Positioning in the Market

Abstract

In the modern marketing system in a mass consumer society, the central place is given to the formation and promotion of brands. Professional conceptual approaches to brand management are able to preserve and increase the value and stability of the brand and allow the brand to survive in the most difficult competitive and crisis market conditions. In view of the fact that there is a fairly large number of theoretical developments, the purpose of the study was to develop practical recommendations regarding the strategic management of brand positioning in the market. The authors have developed an Algorithm for the strategic management of brand positioning in the market, which consists of 5 stages and 11 tasks. The tools proposed by the authors, which were discussed in detail and clearly demonstrated in the article, are of practical value. The product positioning process is not an easy process, and therefore even experienced professionals are not immune from mistakes. This research will help better to understand the brand positioning strategy in the market.