ABSTRACT
The brand is today a company’s most relevant strategic asset. Its role is to create a bond with the customers beyond what the product alone could achieve. To be successful, the brand must speak to the right consumer target. A brand must make a promise to the consumer target in terms of technical and emotional benefits. Marketing must constantly aim at achieving a thorough understanding of how consumers think, feel, and act, in order to offer clear value to each target consumer in terms of cultural, social, personal, and psychological factors. Digital transformation has radically changed the way consumers interact and experience a brand. It has changed the traditional stages of the purchasing process, as well as the way companies segment the market through a quite different approach to the new generations. A brand-positioning strategy must be able to build the right brand attributes and perfectly fit them into consumers’ preferences in order to create consistency with a brand promise and sustain the competitive advantage.
Key finding: brand positioning aims at perfectly matching brand values and consumers’ attributes.
