Brand market positions estimation and defining the strategic targets of its development

Abstract

In this article the author generalizes the concept of brand characteristics which influenceits profitability and market positions. An approach to brand market positions estimation anddefining the strategic targets of its development is proposed.Keywords: brand, brand expansion, brand extension, brand value, brand power, brandrelevance, brand awareness.

Keywords

• brand
• brand expansion
• brand extension
• brand value
• brand power
• brand relevance
• brand awareness