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Brand Positioning in the Market

Summary/Abstract: This paper presents theoretical aspects and directions of brand positioning. While analysing the origin of positioning the problem of complex arises, because positioning like ingredient, is not defined or practised specifically by particular items. So it is extremely important to subordinate all factors into a unit and assign probable directions for positioning, especially brand positioning. The problem of brand positioning shows how it is difficult to choose products for “overcommunicated” society. It is difficult to compete with the same category of products in the market. Shortage of scientific literature on the analysis of positioning directions is evident. Deeper investigations on successful positioning in the market are necessary.

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