المجلة المغاربية للإقتصاد و المانجمت
Volume 4, Numéro 1, Pages 160-177

تموقع العلامة التجارية في ذهن المستهلك الجزائري دراسة علامة حمود بوعلام للمشروبات الغازية

الكاتب : حاجي كريمة . فراجي بلحاج .

الملخص

Marketing positioning is a commercialization strategy that aims at making the firm's trade mark stands out from its competitors by means of providing great investments to develop it and build up strong mental image in the consumers' minds, Such a strategy will allow the trade mark to face continuously changing competitive environment conditions. This research work tries to reveal positioning role in different marketing strategy stages, as well as measuring the perceived brand's positioning in competitive markets, We have tracked the positioning of Hammoud Boualem's trade mark in its consumers' minds, and attempted to identify the studied positioning main characteristics.

الكلمات المفتاحية

Marketing strategy, market segmentation and targeting, mental image, trade mark positioning