Corporate Brand Positioning

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PURPOSE: To investigate to what extent product brand positioning models can be used to analyze corporate brand positioning; METHODOLOGY: The phenomenon is observed from a positivist epistemological position within a primarily inductive research design. The research strategy is defined as qualitative, while the method of ethnographic content analysis is implemented to analyze primary data; THEORETICAL PERSPECTIVE: Product and brand positioning literature; Product brand positioning rhombus; EMPIRICAL DATA: Ethnographic content analysis of brand commercials; CONCLUSION: As shown by the extensive literature review product brands (PB) and corporate brands (CB) coexist in corporate environments. One of key insights of this study shows that product brand positioning (PBP) and corporate brand positioning (CBP) processes can also co-exist in the same corporate environment. Moreover, PBs can be built based on the CB, making the investment in CB a long term return on investment. The study also observes that PBP messages include the ??against whom?? attribute, highlighting differentiation in the competitive environment; when on the corporate level, this evolves, and in some cases becomes quite the contrary, when the concept of ??from whom?? or ??by whom?? is stressed more tha...