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National Repository of Grey Literature 1 records found  Search took 0.05 seconds. 
Positioning jako strategický nástroj plánování firmy
 Lhotáková, Markéta ; Klosová, Anna (advisor) ; Sato, Alexej (referee) ; Zadražilová, Dana (referee) ; Sailer, Helmut (referee)
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
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