Marketing Strategy Features of Brands Portfolio Positioning

Abstract

In article the author's management mechanism of promotion on the basis of brands positioning is presented. It differs in the use of brands portfolio as the bases of working out of a complex of integrated marketing communications that will allow providing their greatest possible perception by the consumer. Scientific novelty of the research carried out is that positioning strategy of brands portfolio is understood as the system of search rules, formulation and development of the doctrine of brands in the portfolio of the organization providing long-term success at its consistent and full realization. In the research the basic positioning directions on the basis of information on current position are defined from the point of view of: indicator, product type and correlation price/quality. The author's approach to working out of the strategy of brands portfolio positioning of the organization is substantiated which assumes working out of the strategy of influence on participants of brands portfolio and direct strategy of brand positioning.