Insight into Values in the Context of Brand Positioning

Scientific Conference on Economics and Entrepreneurship SCEE '2020: Organized within the 61st International Scientific Conference of Riga Technical University: Book of Abstracts 2020
Evita Štrausa, Enno Ence

Scientific aim of the research is to determine the significance of values in brand positioning; object of research is values; subject – brand positioning. In order to achieve the objective of the study theories a summary of scientific literature on the historical study of values are set, and development of values of brand positioning are collected and elements of positioning are defined using two methods: Systematic review and Qualitative content analysis.

Keywords
Brand positioning, Values, Brand elements, Brand, Marketing
Hyperlink
http://dom.lndb.lv/data/obj/868132.html

Štrausa, E., Ence, E. Insight into Values in the Context of Brand Positioning. In: Scientific Conference on Economics and Entrepreneurship SCEE '2020: Organized within the 61st International Scientific Conference of Riga Technical University: Book of Abstracts, Latvia, Riga, 16-16 October, 2020. Riga: RTU Press, 2020, pp.13-13. ISBN 978-9934-22-510-9. ISSN 2256-0866.

Publication language
English (en)