Issue 4, 2012

Solovieva D. V., Afanasieva S. V. Market Brand Position Analysis: Evolution of Approaches.

The theoretical foundations of branding and positioning are explored in this article and the directions for the development of the brand market functioning analysis theory are determined. From the authors’ point of view, it is reasonable to carry out a comprehensive analysis of the brand positioning with the focus on the measurement and evaluation of the market brand position as a result of positioning process. The analysis importance of the brand position in the brand management system is being substantiated, and the main directions of using the brand position evaluation results in the company are identified. Keywords: Branding, Brand, Brand Positioning, Market Brand Position, Marketing Analysis, Analysis of the Market Brand Position.

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