Evaluierung der Übereinstimmung von Brand Identity und Positionierung einer Konsumgütermarke sowie Empfehlungen zur Optimierung

Abstract

The positioning of brands is a crucial strategic decision for business success, especially in the saturated and highly competitive consumer goods market, particularly the Fast-Moving Consumer Goods (FMCG) sector. Companies must position their brand in such a way that it is clearly and distinctively anchored in the minds of consumers to achieve the competitive advantages of a strong brand. For consumers to perceive the brand image in line with the positioning, the brand identity must align with the brand positioning. The brand GRAF faces the challenge of aligning its brand identity with the developed positioning concept. Therefore, this thesis examines the alignment between the developed brand positioning and the brand identity of GRAF. To achieve the research objective, this bachelor thesis is structured into five interrelated chapters. Initially, the significance of brand positioning is explained, and a solid knowledge base for the analysis and creation of positioning concepts is established. A possible approach to brand positioning for new brands like GRAF is presented in a tabular form. Following this, the specific positioning of the brand GRAF is described based on theoretical and practical decision criteria, with a final tabular summary. Next, an analysis of how the brand identity of GRAF is expressed in the marketing mix and beyond is provided. Subsequently, a questionnaire is used to ask marketing experts about the alignment of brand identity and positioning to clarify the central research question. Finally, the findings are summarized and discussed, followed by practical recommendations for the brand GRAF. The conducted study shows that the brand identity of GRAF is largely in line with the developed positioning concept. Expert opinions confirm the successful implementation but also point out some optimization potentials. The thesis provides concrete action recommendations in all examined areas of brand identity concerning the marketing mix. The optimization recommendations are prioritized based on the experts' evaluations, resulting in a concrete action plan to improve the fit between brand identity and brand positioning. The outcome of the thesis offers the brand GRAF a solid foundation to make further strategic decisions based on the experts' assessments and to further optimize the brand positioning

Date of Award	2024
Original language	German (Austria)
Supervisor	Andreas Auinger (Supervisor)