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A trademark positioning development in the advertising campaign

Student: Sharapov Shamil`

Supervisor: Alexander Vladimirovich Olhovnikov

Faculty: Faculty of Management

Educational Programme: Bachelor

Year of Graduation: 2014

<p align="center"><strong>Annotation</strong></p><p>As an object of the paper serves a German B2B brand Sonim. It produces cell phones meant to be used in complicated conditions of industrial zones of I and II manufacturing levels of safety. The product has an extra protective body.</p><p>The purpose of this work is to develop the positioning of the brand in regional markets.</p><p>In order to achieve this goal there are several tasks formulated:</p><ul><li>To familiarize one with&nbsp; well-known theories of brand positioning</li><li>To provide analysis of brand positioning using the example of Sonim</li><li>To develop&nbsp; a positive brand image while adapting to the B2B market</li><li>To organize promotion strategy of the brand in Tumen</li><li>To analyze the process of the brand positioning on Tumen&rsquo;s market of cell phones</li><li>To evaluate the results of the positioning on the regional market</li><li>To develop the positioning using the patterns revealed</li></ul><p style="margin-left: 1cm;">Methodology:</p><ul><li>Traditional method of documents analyzing</li><li>Sociological research including a selective survey and a phone survey</li></ul><p>Based on the data collecting, there is a certain approach of the brand positioning described in this paper. There are three main steps used: determining and analyzing the market and the research of the brand&rsquo;s perception.</p><p>The work consists of a number of certain blocks that are clear for understanding and structured logically.</p>

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