Positioning is an important tool of marketing planning and brand building on the market. Positionig is a streategy that helps marketers to differentiate the brand from those of competition and creaete unique brand perception in minds of target consumers. In a proces of positioning development four core elements must be defined and analyzed -- target consumer, unique consumer benefit which brand offeres to the target consumer, brand and its brand equity and competitors from whom we want to differentiate the brand. In my dissertation I address both, theoretical attitudes toward positioning and its definition, as well as practical application of theoretical conclusions in case study from corporate practice
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:77135 |
| Date | January 2001 |
| Creators | Lhotáková, Markéta |
| Contributors | Klosová, Anna, Sato, Alexej, Zadražilová, Dana, Sailer, Helmut |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/doctoralThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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