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Collections :	Ιδρυματικό Αποθετήριο ΟΠΑ / AUEB Institutional Repository Σχολή Διοίκησης Επιχειρήσεων / School of Business Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων / Department of Business Administration Μεταπτυχιακές Εργασίες / Postgraduate dissertations

Title :	The role of product positioning and logos in a marketing campaign

Alternative Title :	Ο ρόλος της τοποθέτησης του προϊόντος και των λογότυπων σε μια ενέργεια marketing

Creator :	Δακοπούλου, Αντωνία-Στυλιανή Dakopoulou, Antonia-Styliani

Contributor :	Fraidaki, Katerina (Επιβλέπων καθηγητής) Mamakou, Xenia (Εξεταστής) Papadakis, Vassilis (Εξεταστής) Athens University of Economics and Business, Department of Business Administration (Degree granting institution)

Type :	Text

Extent :	68p

Language :	en

Identifier :	http://www.pyxida.aueb.gr/index.php?op=view_object&object_id=11395

Abstract :	The thesis entitled "Brand Positioning and Logo Design: A Comprehensive Market Analysis" delves into the intricate dynamics of branding in the contemporary market landscape. This research primarily focuses on understanding how strategic product positioning and logo design influence consumer behavior and brand success.The study employs a mixed-method approach, combining qualitative insights from industry experts with quantitative data from consumer surveys. This methodology ensures a comprehensive understanding of the branding landscape, encompassing various perspectives and consumer demographics.Key findings of the research reveal the paramount importance of product positioning in defining a brand's strategic direction. The research underscores that successful product positioning involves more than just catering to existing consumer needs; it entails creating new demands, setting market trends, and delivering unique experiences. This aspect of branding requires a nuanced understanding of market dynamics, consumer psychology, and the ability to anticipate and shape future demand.In the realm of logo design, the study highlights its critical role as a brand's signature. The research illustrates that logos are not merely decorative elements but are pivotal in communication strategies, particularly in consumer goods. However, the importance of logos varies across industries, being less pronounced in sectors like pharmaceuticals, where the product's efficacy takes precedence.The thesis also explores successful branding strategies through case studies of brands like Amita Motion and Humira, illustrating how clear target audience identification and resonance with their specific needs are key to achieving market leadership. Furthermore, the research emphasizes the need for brands to be agile, adapting rapidly to market changes, and innovating in both product positioning and logo design.An intriguing aspect of the study is the exploration of the risks associated with edgy or controversial marketing strategies, highlighting the need for brands to be sensitive to societal norms and consumer expectations.In conclusion, this thesis provides valuable insights into the complex interplay between brand positioning, logo design, and consumer behavior. It offers strategic implications for marketers and brand managers, emphasizing the need for a balanced approach that combines innovative branding with ethical considerations and cultural awareness. The findings and recommendations of this research are particularly relevant in the current era, where consumer empowerment and digital platforms significantly influence brand perception and success. The thesis entitled "Brand Positioning and Logo Design: A Comprehensive Market Analysis" delves into the intricate dynamics of branding in the contemporary market landscape. This research primarily focuses on understanding how strategic product positioning and logo design influence consumer behavior and brand success.The study employs a mixed-method approach, combining qualitative insights from industry experts with quantitative data from consumer surveys. This methodology ensures a comprehensive understanding of the branding landscape, encompassing various perspectives and consumer demographics.Key findings of the research reveal the paramount importance of product positioning in defining a brand's strategic direction. The research underscores that successful product positioning involves more than just catering to existing consumer needs; it entails creating new demands, setting market trends, and delivering unique experiences. This aspect of branding requires a nuanced understanding of market dynamics, consumer psychology, and the ability to anticipate and shape future demand.In the realm of logo design, the study highlights its critical role as a brand's signature. The research illustrates that logos are not merely decorative elements but are pivotal in communication strategies, particularly in consumer goods. However, the importance of logos varies across industries, being less pronounced in sectors like pharmaceuticals, where the product's efficacy takes precedence.The thesis also explores successful branding strategies through case studies of brands like Amita Motion and Humira, illustrating how clear target audience identification and resonance with their specific needs are key to achieving market leadership. Furthermore, the research emphasizes the need for brands to be agile, adapting rapidly to market changes, and innovating in both product positioning and logo design.An intriguing aspect of the study is the exploration of the risks associated with edgy or controversial marketing strategies, highlighting the need for brands to be sensitive to societal norms and consumer expectations.In conclusion, this thesis provides valuable insights into the complex interplay between brand positioning, logo design, and consumer behavior. It offers strategic implications for marketers and brand managers, emphasizing the need for a balanced approach that combines innovative branding with ethical considerations and cultural awareness. The findings and recommendations of this research are particularly relevant in the current era, where consumer empowerment and digital platforms significantly influence brand perception and success.

Abstract :

The thesis entitled "Brand Positioning and Logo Design: A Comprehensive Market Analysis" delves into the intricate dynamics of branding in the contemporary market landscape. This research primarily focuses on understanding how strategic product positioning and logo design influence consumer behavior and brand success.The study employs a mixed-method approach, combining qualitative insights from industry experts with quantitative data from consumer surveys. This methodology ensures a comprehensive understanding of the branding landscape, encompassing various perspectives and consumer demographics.Key findings of the research reveal the paramount importance of product positioning in defining a brand's strategic direction. The research underscores that successful product positioning involves more than just catering to existing consumer needs; it entails creating new demands, setting market trends, and delivering unique experiences. This aspect of branding requires a nuanced understanding of market dynamics, consumer psychology, and the ability to anticipate and shape future demand.In the realm of logo design, the study highlights its critical role as a brand's signature. The research illustrates that logos are not merely decorative elements but are pivotal in communication strategies, particularly in consumer goods. However, the importance of logos varies across industries, being less pronounced in sectors like pharmaceuticals, where the product's efficacy takes precedence.The thesis also explores successful branding strategies through case studies of brands like Amita Motion and Humira, illustrating how clear target audience identification and resonance with their specific needs are key to achieving market leadership. Furthermore, the research emphasizes the need for brands to be agile, adapting rapidly to market changes, and innovating in both product positioning and logo design.An intriguing aspect of the study is the exploration of the risks associated with edgy or controversial marketing strategies, highlighting the need for brands to be sensitive to societal norms and consumer expectations.In conclusion, this thesis provides valuable insights into the complex interplay between brand positioning, logo design, and consumer behavior. It offers strategic implications for marketers and brand managers, emphasizing the need for a balanced approach that combines innovative branding with ethical considerations and cultural awareness. The findings and recommendations of this research are particularly relevant in the current era, where consumer empowerment and digital platforms significantly influence brand perception and success.
The thesis entitled "Brand Positioning and Logo Design: A Comprehensive Market Analysis" delves into the intricate dynamics of branding in the contemporary market landscape. This research primarily focuses on understanding how strategic product positioning and logo design influence consumer behavior and brand success.The study employs a mixed-method approach, combining qualitative insights from industry experts with quantitative data from consumer surveys. This methodology ensures a comprehensive understanding of the branding landscape, encompassing various perspectives and consumer demographics.Key findings of the research reveal the paramount importance of product positioning in defining a brand's strategic direction. The research underscores that successful product positioning involves more than just catering to existing consumer needs; it entails creating new demands, setting market trends, and delivering unique experiences. This aspect of branding requires a nuanced understanding of market dynamics, consumer psychology, and the ability to anticipate and shape future demand.In the realm of logo design, the study highlights its critical role as a brand's signature. The research illustrates that logos are not merely decorative elements but are pivotal in communication strategies, particularly in consumer goods. However, the importance of logos varies across industries, being less pronounced in sectors like pharmaceuticals, where the product's efficacy takes precedence.The thesis also explores successful branding strategies through case studies of brands like Amita Motion and Humira, illustrating how clear target audience identification and resonance with their specific needs are key to achieving market leadership. Furthermore, the research emphasizes the need for brands to be agile, adapting rapidly to market changes, and innovating in both product positioning and logo design.An intriguing aspect of the study is the exploration of the risks associated with edgy or controversial marketing strategies, highlighting the need for brands to be sensitive to societal norms and consumer expectations.In conclusion, this thesis provides valuable insights into the complex interplay between brand positioning, logo design, and consumer behavior. It offers strategic implications for marketers and brand managers, emphasizing the need for a balanced approach that combines innovative branding with ethical considerations and cultural awareness. The findings and recommendations of this research are particularly relevant in the current era, where consumer empowerment and digital platforms significantly influence brand perception and success.

Subject :	Τοποθέτηση προϊόντος Λογότυπο Στρατηγική μάρκετινγκ Καμπάνια Κύκλος ζωής προϊόντος Product placement Logo Marketing strategy Campaign Product life cycle

Date Available :	2024-04-28 20:04:03

Date Issued :	12-03-2024

Date Submitted :	2024-04-28 20:04:03

Access Rights :	Free access

Licence :

File: Dakopoulou_2024.pdf

Type: application/pdf

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