Approach for management of brand positioning: quantification of value matching between brand and target audience

• Autorzy: Gerasimenko Valentina , Andreyuk Denis , Kurkova Dina

Identyfikatory

DOI

10.17512/pjms.2021.24.1.06

Warianty tytułu

PL

Podejście do zarządzania pozycjonowaniem marki: kwantyfikacja dopasowania wartości między marką a odbiorcą docelowym

• Języki publikacji: EN

Abstrakty

EN

The paper aims to propose innovative ideas on developing brand management techniques. The authors apply a novel quantitative approach involving semantic analysis of external brand communications to determine whether the brand value system is aligned with customers’ core values. Based on the survey on the main life values of the selected audience, a standard scale was compiled, in which the structure of values is represented as a vector of 26 variables. On the other hand, the semantic core of each of the studied brands was analyzed and presented as a vector of comparisons with this scale. This allowed calculating the cosine proximity of the vectors of the value structure of brands to each other. To prove the concept, the research compares value structures of six luxury brands ranked among the most expensive in 2020. The suggested technique can be used as a tool for market analysis, in particular, strategic brand positioning management and setting up communication strategies of companies.

PL

Celem artykułu jest przedstawienie innowacyjnych pomysłów na rozwój technik zarządzania marką. Autorzy stosują nowatorskie podejście ilościowe polegające na analizie semantycznej zewnętrznej komunikacji marki w celu ustalenia, czy system wartości marki jest zgodny z podstawowymi wartościami klientów. Na podstawie badania głównych wartości życiowych wybranej grupy odbiorców opracowano standardową skalę, w której strukturę wartości przedstawiono jako wektor 26 zmiennych. Z kolei rdzeń semantyczny każdej z badanych marek został przeanalizowany i przedstawiony jako wektor porównań z tą skalą. Pozwoliło to na obliczenie cosinusowej bliskości wektorów struktury wartości marek względem siebie. Na potwierdzenie tej koncepcji w badaniu porównano struktury wartości sześciu luksusowych marek, które znalazły się wśród najdroższych w 2020 roku. Zaproponowana technika może być wykorzystana jako narzędzie do analizy rynku, w szczególności do zarządzania strategicznym pozycjonowaniem marki i tworzenia strategii komunikacyjnych firm.

Słowa kluczowe

EN

customer values; semantic analysis; luxury brand; vectorization

PL

wartości klienta; analiza semantyczna; marka luksusowa; wektoryzacja

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2021
• Tom: Vol. 24, No. 1
• Strony: 96--111
• Opis fizyczny: Bibliogr. 31 poz., rys., tab.

Twórcy

autor

Gerasimenko Valentina

• Head of Marketing Department

autor

Andreyuk Denis

• Lomonosov Moscow State University, Faculty of Economics

autor

Kurkova Dina

• Lomonosov Moscow State University, Faculty of Economics

Bibliografia

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