Types of brands and their strategies in the context of forming rational and emotional impressions

Abstract

One of the main tools for forming positive impressions of an enterprise, its products or services is a brand. Therefore, in the conditions of the economy of impressions, the company needs to form brand strategies. Since impressions should be divided into two main groups: rational and emotional, brand strategies must be formed taking them into account. Based on these two criteria, it is possible to build a positioning matrix of brand strategies. The proposed matrix complements the main matrix of the enterprise's strategic set in the process of strategizing in terms of defining general, competitive and functional strategies and identifying their relationship with brand strategies. An important issue when building a brand positioning matrix is its division into quadrants. Taking into account the traditional approach regarding the number of quadrants, it is advisable to divide each criterion of the matrix into three intervals with qualitative characteristics: high, medium, low. Such a distribution should correspond to the special conditions of management, which can be taken into account by the method of expert survey when constructing membership functions taking into account the theory of fuzzy sets. According to the distribution of matrix criteria vertically and horizontally into three quality levels, the number of quadrants of the matrix will be nine. Taking into account the essence of the criteria, their quality levels, types of strategies, their arrangement is proposed.