Features of competitive brand positioning

The article reflects the latest trends in positioning and its impact on the brand effectiveness. The concept of a brand is considered. A trademark is examined as the priority component of enterprise’s intangible assets, as an effective management tool for an organization. The author substantiates the principles, with the help of which, it is possible to create a competitive brand. The explanation of the main conditions for achieving the operative result of positioning is provided. The components, through which the brand will be able to reach a new level are described in detail. The stages of creating a logo and other elements that will help make the company more recognizable are carefully shown. The necessity of achieving consumer commitment to their own brand is analyzed