The importance and components of strategic brand positioning in brand management: The Volvo case

Today, developments in the field of technology and increasing market competition have made it necessary for businesses to differentiate about brands by determining strategies to meet consumer demands and needs. Therefore, one of the most important problems of businesses is how to position the brand in the minds of consumers. The increase in the number of competitors makes it difficult for businesses to survive today. Differentiators such as price, packaging or shape change are no longer considered sufficient for companies to be able to get ahead of their competitors in the market with their increasingly similar products. This shows how important it is to position the brand for a successful brand image that will allow consumers to differentiate the brand from the products in the market. In the study, positioning and related concepts were examined in detail. In the application part, as an example of Positioning, how the Volvo brand creates a "safe" car brand image in the mind of the consumer is investigated.