Brand positioning strategy in the competitive aspect
Abstract
A new brand for an organization is inseparable from organizational identity. The aim of the research is to investigate the positioning strategy in terms of competitiveness and visitors of Kaunas District Public Library (KDPL). Research methodology: analysis of scientific literature and statistical data, staff survey, SWOT analysis. Main findings: the flow of visitors of KDPL in the period of 2018–2020 has decreased by a quarter, the user portrait consists of 5 user groups (employed, studying, pre-school children, unemployed persons and others), the number of library users by gender did not change, 70% consists of women, attendance of four user groups decreased or remained virtually unchanged, when the amount of employed users increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the library competitors users’ needs and expectations can be analysed further. The local position of KDPL’s has shown the potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy of public sector organization, while the available research has been carried out on private branding. The current research will be useful for KDPL and other public organisations.
Keyword : new, brand, positioning, strategy, competitiveness, library, case
How to Cite
Kraujalienė, L., & Kromalcas, S. (2022). Brand positioning strategy in the competitive aspect. Business: Theory and Practice, 23(2), 467–475. https://doi.org/10.3846/btp.2022.17223
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Gao, H., Tate, M., Zhang, H., Chen, S., & Liang, B. (2018). Social media ties strategy in international branding: An application of resource-based theory. Journal of International Marketing, 26(3), 45–69. https://doi.org/10.1509/jim.17.0014
Geyskens, I., Keller, K. O., Dekimpe, M. G., & de Jong, K. (2018). How to brand your private labels. Business Horizons, 61(3), 487–496. https://doi.org/10.1016/j.bushor.2018.01.015
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Ismail, M. (2021). Influence of positioning strategy and relationship marketing towards brand imaging. International Journal of Applied Management Theory and Research (IJAMTR), 3(1), 32–52. https://doi.org/10.4018/IJAMTR.2021010103
Jonsen, K., Point, S., Kelan, E. K., & Grieble, A. (2021). Diversity and inclusion branding: A five-country comparison of corporate websites. The International Journal of Human Resource Management, 32(3), 616–649. https://doi.org/10.1080/09585192.2018.1496125
Keller, K. L. (2014). Designing and implementing brand architecture strategies. Journal of Brand Management, 21(9), 702–715. https://doi.org/10.1057/bm.2014.38
Klapkiv, Y., Vovk, V., & Klapkiv, L. (2020). Comparative analysis of the health care institutions, competitiveness level. Montenegrin Journal of Economics, 16(3), 69–82. https://doi.org/10.14254/1800-5845/2020.16-3.6
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Shahbaz, M. S., Javaid, M., Kazmi, S. H. A., & Abbas, Q. (2021). Marketing advantages and sustainable competitiveness through branding for the supply chain of Islamic country. Journal of Islamic Marketing, 13(7). https://doi.org/10.1108/JIMA-04-2020-0094
Tanwar, K., & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice: Investigating the moderating effect of social media. Personnel Review, 48(3). https://doi.org/10.1108/PR-10-2017-0299
Witek-Hajduk, M. K., & Grudecka, A. (2018). Positioning strategies of retailers’ brands in the emerging market – a cluster analysis. International Journal of Emerging Markets, 13(5). https://doi.org/10.1108/IJoEM-06-2017-0224
Wu, L., Yang, W., & Wu, J. (2021). Private label management: A literature review. Journal of Business Research, 125, 368–384. https://doi.org/10.1016/j.jbusres.2020.12.032
Zavattaro, S. M., Marland, A., & Eshuis, J. (2021). Public Branding and marketing: Theoretical and practical developments. Public Administration Review, 81(4). https://doi.org/10.1111/puar.13372
Zufarova, N. (2020). Influence of internalization to the competitiveness of higher education in The Republic of Uzbekistan. Asian Journal of Technology & Management Research, 10(01). http://www.ajtmr.com/papers/Vol10Issue1/Vol10Iss1_P19.pdf
Bakanauskas, A. P. (2012). Integruotosios marketingo komunikacijos: mokomoji knyga. Vytauto Didžiojo universiteto leidykla. https://hdl.handle.net/20.500.12259/201
Banet-Weiser, S. (2021). Gender, social media, and the labor of authenticity. American Quarterly, 73(1), 141–144. https://doi.org/10.1353/aq.2021.0008
Baležentis, A., & Žalimaitė, M. (2011). Ekspertinių vertinimų taikymas inovacijų plėtros veiksnių analizėje: Lietuvos inovatyvių įmonių vertinimas. Vadybos mokslas ir studijos – kaimo verslų ir jų infrastruktūros plėtrai, (3), 23–31.
Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 54–72. https://doi.org/10.5038/2640-6489.6.1.1148
Campion, E. D., & Campion, M. A. (2021). Descriptive statistics and advanced text analytics: A dual extension. Industrial and Organizational Psychology, 14(4), 489–492. https://doi.org/10.1017/iop.2021.112
Cheng, L. C., Chen, K., Lee, M. C., & Li, K. M. (2021). User-Defined SWOT analysis – A change mining perspective on user-generated content. Information Processing & Management, 58(5), 102613. https://doi.org/10.1016/j.ipm.2021.102613
Chukurna, О., & Nikolaiev, D. (2021). Marketing strategy of territorial branding in the context of sustainable development. VUZF Review, 6(1), 65–78. https://doi.org/10.38188/2534-9228.21.6.07
Dahle, D. Y. (2021). Brand on the run? Marketization, market position, and branding in upper secondary schools. In Public branding and marketing (pp. 175–195). Springer. https://doi.org/10.1007/978-3-030-70505-3
Davies, I. (1994). Legal update: Review of the trade marks act 1994. Journal of Brand Management, 2(2), 125–132. https://doi.org/10.1057/bm.1994.41
De Vries, E. L., & Fennis, B. M. (2019). Go local or go global: How local brands promote buying impulsivity. International Marketing Review, 37(1), 1–28. https://doi.org/10.1108/IMR-10-2018-0292
Diallo, M. F., & Seck, A. M. (2018). How store service quality affects attitude toward store brands in emerging countries: Effects of brand cues and the cultural context. Journal of Business Research, 86, 311–320. https://doi.org/10.1016/j.jbusres.2017.08.017
Didkovska, V., & Falko, Y. (2020). Successful territorial brand formation (on the example of Singapore). VUZF Review, 5(4), 3–8. https://doi.org/10.38188/2534-9228.20.4.01
Dube, J. P., Hitsch, G. J., & Rossi, P. E. (2018). Income and wealth effects on private-label demand: Evidence from the great recession. Marketing Science, 37(1), 22–53. https://doi.org/10.1287/mksc.2017.1047
Duan, Y., Mao, Z., & Huo, J. (2018). Introduction of store brands considering product cost and shelf space opportunity cost. Mathematical Problems in Engineering, 2018. https://doi.org/10.1155/2018/2324043
Espinoza, A. D. D. P., & de la Torre, F. R. V. (2019). Contribution of sectorial brands to the competitiveness of the regions and the emerging brands. Marketing and Branding Research, 6(1), 1. https://doi.org/10.33844/mbr.2019.60321
Erpurini, W. (2021). SWOT analysis as a strategy to improve competitiveness in PT Trans Antar Nusabird (Cititrans Travel). Jurnal Mantik, 4(4), 2416–2426.
Fayvishenko, D. (2018). Formation of brand positioning strategy. Baltic Journal of Economic Studies, 4(2), 245–248. https://doi.org/10.30525/2256-0742/2018-4-2-245-248
Florek, M., Hereźniak, M., & Augustyn, A. (2021). Measuring the effectiveness of city brand strategy. In search for a universal evaluative framework. Cities, 110, 103079. https://doi.org/10.1016/j.cities.2020.103079
Gaižauskaitė, I., & Mikėnė, S. (2014). Socialinių tyrimų metodai: apklausa. Mykolo Romerio universitetas. https://repository.mruni.eu/bitstream/handle/007/16910/9789955196426.pdf?sequence
Gao, H., Tate, M., Zhang, H., Chen, S., & Liang, B. (2018). Social media ties strategy in international branding: An application of resource-based theory. Journal of International Marketing, 26(3), 45–69. https://doi.org/10.1509/jim.17.0014
Geyskens, I., Keller, K. O., Dekimpe, M. G., & de Jong, K. (2018). How to brand your private labels. Business Horizons, 61(3), 487–496. https://doi.org/10.1016/j.bushor.2018.01.015
Gil-Cordero, E., Rondan-Cataluña, F. J., & Rey-Moreno, M. (2021). Premium private label strategies: Social networks and traditional perspectives. Journal of Innovation & Knowledge, 6(2), 78–91. https://doi.org/10.1016/j.jik.2020.06.003
Grundey, D. (2002). Prekės ženklo formavimas ir prekės identifikavimas: strategijų parinkimas ir vertinimas. Ekonomika, 57, 30–52. https://doi.org/10.15388/Ekon.2002.16972
Hommerova, D., Šredl, K., & Dbala, K. (2020). Analysis of the awareness and popularity of the brand of a selected education and research library in the Czech Republic: A case study. Information, 11(8), 373. https://doi.org/10.3390/info11080373
Ismail, M. (2021). Influence of positioning strategy and relationship marketing towards brand imaging. International Journal of Applied Management Theory and Research (IJAMTR), 3(1), 32–52. https://doi.org/10.4018/IJAMTR.2021010103
Jonsen, K., Point, S., Kelan, E. K., & Grieble, A. (2021). Diversity and inclusion branding: A five-country comparison of corporate websites. The International Journal of Human Resource Management, 32(3), 616–649. https://doi.org/10.1080/09585192.2018.1496125
Keller, K. L. (2014). Designing and implementing brand architecture strategies. Journal of Brand Management, 21(9), 702–715. https://doi.org/10.1057/bm.2014.38
Klapkiv, Y., Vovk, V., & Klapkiv, L. (2020). Comparative analysis of the health care institutions, competitiveness level. Montenegrin Journal of Economics, 16(3), 69–82. https://doi.org/10.14254/1800-5845/2020.16-3.6
Larsen, E., Moss, S. M., & Skjelsbæk, I. (2021). Gender equality and nation branding in the Nordic region. Taylor & Francis. https://doi.org/10.4324/9781003017134
Li, X. L., & Feng, J. (2021). Empowerment or disempowerment: Exploring stakeholder engagement in nation branding through a mixed method approach to social network analysis. Public Relations Review, 47(3), 102024. https://doi.org/10.1016/j.pubrev.2021.102024
Mariutti, F. G., & Giraldi, J. D. M. E. (2021). Branding cities, regions and countries: The roadmap of place brand equity. RAUSP Management Journal, 56(2), 202–216. https://doi.org/10.1108/RAUSP-06-2020-0131
Pashkova, H. (2020). Municipal branding as an innovate instrument of increasing the competitiveness of the city. Public Administration and Local Government, 46(3), 168–176.
Petrelli, M. (2021). Descriptive statistics 1: Univariate analysis. In Introduction to Python in earth science data analysis (pp. 67–82). Springer. https://doi.org/10.1007/978-3-030-78055-5_5
Qasemzada, I. (2021). Ways to increase the competitiveness of service enterprises based on marketing strategies. International Journal of Business, Management and Accounting, 1(2). https://www.ejournals.id/index.php/IJBMA/article/view/188/174
Rzemieniak, M., & Wawer, M. (2021). Employer branding in the context of the company’s sustainable development strategy from the perspective of gender diversity of generation Z. Sustainability, 13(2), 828. https://doi.org/10.3390/su13020828
Shahbaz, M. S., Javaid, M., Kazmi, S. H. A., & Abbas, Q. (2021). Marketing advantages and sustainable competitiveness through branding for the supply chain of Islamic country. Journal of Islamic Marketing, 13(7). https://doi.org/10.1108/JIMA-04-2020-0094
Tanwar, K., & Kumar, A. (2019). Employer brand, person-organisation fit and employer of choice: Investigating the moderating effect of social media. Personnel Review, 48(3). https://doi.org/10.1108/PR-10-2017-0299
Witek-Hajduk, M. K., & Grudecka, A. (2018). Positioning strategies of retailers’ brands in the emerging market – a cluster analysis. International Journal of Emerging Markets, 13(5). https://doi.org/10.1108/IJoEM-06-2017-0224
Wu, L., Yang, W., & Wu, J. (2021). Private label management: A literature review. Journal of Business Research, 125, 368–384. https://doi.org/10.1016/j.jbusres.2020.12.032
Zavattaro, S. M., Marland, A., & Eshuis, J. (2021). Public Branding and marketing: Theoretical and practical developments. Public Administration Review, 81(4). https://doi.org/10.1111/puar.13372
Zufarova, N. (2020). Influence of internalization to the competitiveness of higher education in The Republic of Uzbekistan. Asian Journal of Technology & Management Research, 10(01). http://www.ajtmr.com/papers/Vol10Issue1/Vol10Iss1_P19.pdf