Brand Positioning Strategy on the Example of the Family Furniture Companies in Poland
Brand Positioning Strategy on the Example of the Family Furniture Companies in Poland

Summary/Abstract: Positioning is an important element of the marketing strategy, which aims to create a distinctive brand identity and choose target market segment on which impact the brand has to. The paper discusses issues related to the positioning of the brand in one of the family businesses of the furniture industry. The observations and analysis of the process is to show the meaning and determinants to be taken into account when creating a positioning strategy in family businesses within the furniture industry.

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