Analysis of Brand Positioning Strategy Process, Case Lambi-brand in Poland

Tietueen suppeat tiedot
dc.contributor.authorLehto, Päivi
dc.contributor.facultyfi=Kauppatieteellinen tiedekunta|en=Faculty of Business Studies|
dc.contributor.organizationVaasan yliopisto
dc.date.accessioned2005-06-29
dc.date.accessioned2018-04-30T13:43:08Z
dc.date.accessioned2025-06-25T15:19:58Z
dc.date.available2018-04-30T13:43:08Z
dc.date.issued2005
dc.description.abstractThe aim of this study was to analyse brand positioning strategy process from the point of view of Lambi-brand in Poland. The aim was to find out different possibilities of brand positioning strategies as well as to analyse the positioning strategy of Lambi-brand in Poland. The theoretical part of the study introduced at the beginning analyses that are necessary before creating a positioning strategy into a target country. These included both target market and competitor analyses. After this the different generic competitive strategies as well as positioning strategies were analysed. At the end of the theoretical part brand communication strategies were introduced as a way of communicating the brand positioning to the target customers. The empirical part concentrated on the analysis of the positioning strategy of Lambi and its competitors in Poland. Both quantitative and qualitative methods were used in the empirical part of the study. Interviews were used in discussing Lambi positioning strategy at the Polish market. Quantitative methods included a consumer questionnaire devided to Polish consumers in June 2004. Total of 250 questionnaires were collected and analysed. According to the results of the study the positioning strategy of Lambi in Poland has mostly succeeded in conveying its messages to the consumers.
dc.description.notificationfi=Kokotekstiversiota ei ole saatavissa.|en=Fulltext not available.|sv=Fulltext ej tillgänglig.
dc.format.bitstreamfalse
dc.format.extent132
dc.identifier.olddbid2613
dc.identifier.oldhandle10024/2565
dc.identifier.urihttps://osuva.uwasa.fi/handle/11111/6232
dc.rightsCC BY-NC-ND 4.0
dc.source.identifierhttps://osuva.uwasa.fi/handle/10024/2565
dc.subjectBrand positioning strategy
dc.subjectmarket analysis
dc.subjectcompetitor analysis
dc.subjectPoland
dc.subject.degreeprogrammefi=Kansainvälisen yritystoiminnan koulutusohjelma|
dc.subject.studyfi=Markkinointi|en=Marketing|
dc.titleAnalysis of Brand Positioning Strategy Process, Case Lambi-brand in Poland
dc.type.ontasotfi=Pro gradu - tutkielma |en=Master's thesis|sv=Pro gradu -avhandling|

Tiedostot

Kokoelmat

Pro gradu -tutkielmat ja diplomityöt