An Exploration of the Green Targeting Strategy – Green Brand Positioning Strategy Linkage: A Qualitative Study

The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.

The Impact of Digital Marketing and Digital Transformation on Brand Promotion and Brand Positioning in Kosovo’s Enterprises

Digitalization is very important for every company in today’s fierce competition. The development of Information Technologies has helped companies change means of reaching their clients and changing their working practices. The paper tries to assess digital marketing (DM) and digital transformation (DT) techniques that impact enterprises in Kosovo in the process of their brand promotion and brand positioning using google analytics, social media, e-commerce, search engines, mobile apps, or other digital channels. DT is profoundly important to every company, yet the correlation between DT, brand promotion, and brand positioning for Kosovo’s enterprises has not been researched a lot. With the DT, many companies are redefining business procedures and marketing strategies. The research will collect data using a survey with 150 companies generated by the Kosovo Business Registration Agency. Partial Least Square is used to analyse the collected data. Structural Equation modelling is used to assess the relationship between exogenous and endogenous variables used in the research proposed model. A moderation effect is used to test whether COVID-19 or the company's size is linked to the usage of DM and DT. The results are expected to reveal that DM and the digitalization process of enterprises affect brand promotion and brand position. The findings also imply that social media are widely used relative to other marketing channels. Companies that use DM and invest more in technology have better chances to promote and position their brands. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Green Brand Positioning for Organic Food: A Content Analysis of Corporate Websites

The purpose of this paper is to provide a perspective on the positioning bases of the green brands present on the organic food market. The research method is the content analysis of secondary data sources. The study was based on the analysis of the informational content available on the corporate websites of green brands in the portfolio of processing companies present on the Romanian market. This study identified 18 positioning bases for the investigated green brands. The positioning bases belong mainly to the category of attributes, these being in particular specific characteristics of organic food. The study notes the existence of specific positioning bases for organic food brands. The results can help practitioners to communicate brand positioning in the online environment by developing appropriate strategies.

Implementation of Brand Positioning in an Effort to Become a Religious Tourist Destination

Islamic Center Masjid Raya Hubbul Wathan is the largest mosque and a religious tourism center in West Nusa Tenggara. This study examines the brand positioning strategy implemented by this mosque, which functions as both a grand mosque and a spiritual tourism center. This study uses a qualitative method with a case study approach. Data were collected by interview, observation, and documentation and tested by sources and techniques triangulation. The results show that this mosque, as the grand mosque, has numerous qualified national and international imams, magnificent and comprehensive congregational prayer facilities, and varied and high-quality Islamic studies as its differentiation. While in the category of religious tourism center, this mosque has the unique building architecture and Menara 99 icon as its main advantages. The results of this study can be a reference in the development of tourism mosques that are nowadays increasing in Indonesia.

Performance success in an emerging market context

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Differentiation of offerings is a proven approach to help businesses to survive and prosper within a highly competitive market. Firms become better equipped to achieve these goals through building brand equity and appropriate brand positioning to highlight its unique qualities and ability to meet the needs of targeted consumers. Originality/value The briefing saves busy executives and researchers’ hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Branding Process and a Model Proposal for “Şile Gauze”

Brand and the branding process have been regarded as a component of cultural studies even though they are more generally seen as being a subfield of business economics. Today, it is true to say that countries, cities, destinations, as well as many prominent cultural items can become brands. Thus, the primary aim of this study is to form a model proposal for how “Şile gauze”, a local authentic product, can be branded to become competitive. Strategies regarding brand, the process of brand and brand positioning are adapted to Şile gauze and conceptual research about these components are elaborated with the aim of implementing Şile gauze branding. Focus groups were carried out with participants comprising students from marketing and fashion design departments, with a framework for the branding process of Şile gauze subsequently designed in light of the findings from the focus groups. These findings revealed that the target market of Şile gauze is women and men who are in mid-high and high-income groups, who have adopted a health and comfort oriented lifestyle. Additionally, the targeting strategy for Şile gauze preferred by both focus groups was a niche targeting one with a unique positioning in the market.

Brand positioning and business performance of alcoholic beverage firms in an emerging market context: the mediation effect of brand equity

Purpose This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry. Design/methodology/approach A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses. Findings All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance. Practical implications The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance. Originality/value The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.

Communication Plan as a Tool for Business Positioning

This research proposed a communication plan for the Total Home Supermarket, which is located in Riobamba city. The principal objective was to analyze the organization’s communication and management with the aim of improving the management of external communication through effective strategies that achieve successful brand positioning in the local market. A qualitative and quantitative approach was applied. The types of research used were bibliographic and descriptive, supported by the inductive-deductive, analytic-synthetic and deductive methods. Primary information was collected through a survey of retail clients which examined customers’ perceptions, and interviews with employees at management level. The findings showed areas of opportunity to better fulfill the organizational objectives. The development of a communication plan was proposed with effective strategies to achieve interconnected communication with the target audience; the redesign of the brand was deemed necessary since the current one is confusing due to excess information in the image. This work will promote the correct dissemination and delivery of information to the target audience through digital media, which will help the company to achieve its objectives. Keywords: communication plan, brand, positioning, communication strategies. Resumen El presente trabajo propone un plan de comunicación en el Supermercado Total Home ubicada en la ciudad de Riobamba, con el objetivo de mejorar la gestión de la comunicación externa mediante estrategias efectivas que permitan lograr un posicionamiento de marca dentro del mercado riobambeño, para ello se realizó un estudio de mercado a través de encuestas aplicadas a los posibles clientes reales y potenciales de la ciudad de Riobamba, específicamente a la población económicamente activa de las parroquias urbanas para conocer la percepción del cliente hacia la marca; no obstante, para el cálculo del tamaño de la muestra se empleó el muestreo estratificado proporcional con la finalidad de evitar posibles sesgos, cuyo resultado reflejó que la empresa carece de posicionamiento; además se realizó un análisis de la situación actual de la empresa mediante las diferentes matrices con respecto a su entorno, así mismo, se realizó el análisis FODA para determinar las principales falencias presentes dentro de la organización. El desarrollo del plan de comunicación propone el direccionamiento de estrategias efectivas que logren una comunicación interconectada con el público objetivo para lo cual fue necesario el rediseño de la marca ya que la actual presenta confusión debido al exceso de información en una misma imagen. Se concluye que el presente trabajo fomentará la correcta difusión y entrega de información hacia el público objetivo, para lo cual se recomienda la utilización de medios digitales; de esta manera se podrá alcanzar los objetivos de la empresa. Palabras clave: plan de comunicación, marca, posicionamiento, estrategias de comunicación.