Brand positioning is the type of specific placement of a commercial offer in the marketplace. It is positioning that helps the consumer instantly remember the key features of the company in question.

Today, the number of new businesses is increasing significantly. Buyers have the opportunity to choose among a huge number of brands. Hence the significant advantage of those companies to which people have a certain credibility.

Positioning has a direct bearing on the question of trust and customer loyalty. That is, it seeks to uniquely position your product, company and brand as a whole among the many competing organizations.

A positively known brand among customers, not only affects sales volumes. It also helps to recruit experienced and qualified employees and build productive relationships with counterparties.

Brand philosophy is a concept that unites all its values in relation to the perception of society.

Brand values are one of its most important attributes, responsible for its exclusivity and specificity. By and large, they are an integral part of a brand’s philosophy. This term is a kind of system, which includes functional, personal and social qualities, which are laid in the consciousness of the buyer in relation to the brand of the company.

As you may have understood, positioning, philosophy and brand values are directly interdependent with each other. However, it is necessary to understand what they consist of and how the development of corporate identity for companies occurs. Let’s look at all the components with examples of brand positioning and values in existing companies.

It is necessary to distinguish between concepts such as image and identity.

Brand image is the perceived image of the brand in society.

Brand identity is the way in which the manufacturer wants to communicate the brand to society. It must make some strategic sense that can then lead to a “sustainable competitive advantage.”

Brand identity is a vision of what a brand should be, something the brand strives for. There are several models and approaches to the components of identity. We will consider the approach put forward by J.N. Kapferer in 1986.

J.N. Kapferer divides brand identity into 6 stages:

• Physical data.
• Individuality.
• Culture.
• The relationship with the consumer.
• The reflection of brand users.
• Self-image.