and for inspiration. Moreover, they help to make the right decision by pointing out steps that do not go along with the brand. When the brand identity is ingeniously built, it eases its recognition which is supported by a brief list of characteristics that are diverse in each facet and has a deep meaning that gives the brand power. In short, the prism shows an interconnection of all these mentioned aspects.24
Setting side by side models mentioned above, Aaker’s brand identity perspectives are for the determination of brand identity and its following comparison with an image not very suitable. Information about perspectives could miss some key aspects crucial for the coming comparison. On the other hand, Kapferer’s model draws brand identity albeit briefly however as a whole. A prism diagram presents brand identity in a well-arranged visualization not only of core characteristics but also its relations among them. The prism includes all key facets building a specific brand which is for this thesis desired. It will serve as a foundation that builds a necessary part for answering one of the research questions.
1.3 Brand positioning
A further aspect that plays an important role is brand positioning. According to Keller who believes that positioning is the heart of marketing strategy, it is defined as: “the act of designing the company's offer and image so that it occupies a distinct and valued place in the target customers' minds.”32 Similarly, American Marketing Association describes it as: ,,the marketing strategy involving the attempt to make a brand/service occupy a desirable and distinct position, relative to competing brands/services, in the mind of the target customer.’’33 Shortly, both definitions express how the brand is positioned in the mind of customers.
There are many positioning strategies, however, it is crucial to set key aspects that are based on choosing a suitable target group who uses the product, determination of top competitors, differentiation from competitors by showing the uniqueness of a product or service, and active communication.20
32Keller, K.L., Apéria, T., Georgson, M., Strategic Brand Management: A European Perspective, [online]. Pearson Education Limited, Prentice Hall, 2008, [cit. 06.01.2021], p. 95. ISBN 978-0-273-70632-8. Available at:
https://books.google.cz/books?id=yBdKQn5LdJkC&printsec=frontcover
33Brand/Service Positioning, American Marketing Association, [online]. Copyright © 2021 American Marketing Association, [cit. 06.01.2021]. Available at:
https://www.ama.org/listings/2019/11/01/brand-service-positioning/#:~:text=Positioning%20refers%20to%20the%20marketing,mind%20of%20the%20target%20customer.
Creating values of a brand is highly affected by positioning strategies that enable to form customers’ perceptions. A successful positioning results from special and concrete characteristics that develop a picture of the brand in minds of customers. By focusing on specific market segments, a brand occupies certain competitive positioning in a market.34 It demonstrates the power of a brand which enhances its status over competitors. When a customer compares and selects a brand from others that are in the same product or service category, there arises a process of considerations in a specific area connected to the brand and a trigger that helps customers decide. It is the brand and its positioning that facilitate a consumer’s journey in choosing the best product for themselves. Due to positioning, people can identify core values and characteristics that create a perceived advantage, and this makes the brand stronger in a competitive market. In comparison to brand identity, brand positioning is less stable and allows changes during the time to stay modern and attractive.20
A positioning strategy is key for a plan formulation, marketing, and sales. A strong point of positioning is based on possible changes in a style of customers, technological and digital modifications, marketing phases and it can take an advantage of new opportunities for satisfaction of waiting needs in the market. Positioning considers marketing mix as a fundamental part of a strategy that consists of four P – product, price, place, and promotion. It helps by analyzing strengths and weaknesses to determine the position of the brand in the mind of consumers.35
According to Aaker, brand positioning is an important piece of a value proposition that involves functional, emotional, and self-expressive benefits. A good point of positioning is in the possibility to change it without having an impact on the value proposition or identity of a brand itself.20
As an example, it can be demonstrated on the Nike brand which is mentioned as an example in a Brand identity prism as well. Nike has its product portfolio focused on performance and innovation. Their brand is strongly targeting athletes and they do not only offer shoes but also clothing that enhances their performance. Based on their tagline “Just Do It”, it carries a message of empowerment and high concentration
34Blankson, Ch., Kalafatis, S. P., Congruence between Positioning and Brand Advertising, [online]. 2007, Journal of Advertising Research 47 (1), p.79–94., [cit.06.1.2021]. Available at:
http://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=24789925&lang=cs&site=ehost-live&scope=site
35WHEELER, A., Desing Brand Identity: an essential guide for the whole branding team, [online]. John Wiley & Sons Inc., NJ, Copyright, 2009, 3th ed, [cit. 06.01.2021]. ISBN 978-0-470-40142-2. Available at: https://desguide.com/wp-content/uploads/Designing-Brand-Identity.pdf
when they are doing physical activities. The brand Nike tends to be comfortable for them and high effective by allowing them to focus only on the activity. Nike emphasizes its position by teaming up with world-known events such as the FIFA world cup and persons, called ambassadors, like Cristiano Ronaldo.36
As a tool that easers showing the right position of the brand on the market, it is used perceptual brand mapping. It takes into account two brand attributes in different dimensions that are perceived by customers as critical. The attributes are demonstrated graphically on two axes which mostly display the price and quality of a product that is perceived by current and potential customers. This map highlights the benefits and core features that each brand on the market has.37 (See Picture 4 below.)