Positioning of Company X with an Emphasis on Branding in the Swedish Dog Wear Market

During the past four decades, positioning has received attention as an influential marketing paradigm, but still lacks theoretical and empirical investigation on its employment. This research addresses the gap and focuses to suggest the appropriate position of a small-sized case company in the Swedish dog wear market. The position is chosen with regard to the firm’s branding ambitions. The paper started with gathering theory regarding positioning and its correlation with branding. The theoretical frame bounded the two phenomena by initiating the corporate brand identity matrix that is bridged to the external market environment through the intended position. Further, the empirical part comprises an interview with an owner-manager of the case company and an electronic survey that obtained forty-four responses from the targeted audience. The data analysis prompts Company X to primarily follow benefit positioning that can be encapsulated with user strategy. First, this positioning proposition is in line with the brand culture. Second, it wins over customer problems. Third, it differs from the competition. The proactive synergy between branding and the positioning concept builds the foundation for becoming a powerful brand