Brand positioning strategy on the basis of quality perception: different markets B2B and B2C
Journal Title: Економіка: реалії часу - Year 2017, Vol 1, Issue 29
Abstract
The article gives a comparative analysis of the factors of the brand in the B2C and B2B markets. It has been concluded that the basic principle of creating a successful brand is the development of its identity. The calculation of the quality perception of the impact of the financial results of Ukrainian machine-building enterprises. Implemented a competitive analysis of the market with the help of the program BEST-Marketing, which allowed for the ranking of the qualitative characteristics of Ukrainian mechanical engineering in comparison with foreign competitors. It proposed five important quality indicators put into the strategy of positioning on the mechanical engineering market: reliability, durability, uniqueness, safety and endurance. It proved the dependence of formation of brand value in the market of B2B on the perception of the quality and value of the commodity and not from the marketing efforts on the promotion of engineering products for industrial markets. A definition of the value of the commodity.
Authors and Affiliations
Olena Chukurna
Keywords
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