Побудова карт об'єднаних просторів для аналізу розбіжностей у позиціонуванні

Abstract

In the article the essence and the importance of building the maps of the consumers' new trade marks adoption with the aim of finding out the consumers' preferences and working out the positioning strategirs for the enterprise trade marks are considered. The connection of the process of creating the successful trade mark with the current competitive situation on the market and with the conversion of the received information into the trends of creating the distinctive characteristics of the trade mark are shown.