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Importance of online brand positioning elements in e-commerce retail industry: A case study of Zalando

  • Online commerce is growing rapidly. With the wide accessibility of the internet, e-commerce is becoming the most important ways or medium for doing business globally. The growth of e-commerce business provides companies a great opportunity to invest online so as to position their brand. This thesis observes the elements of online brand positioning. Furthermore, it analyses whether these elements can be applied to an online business. For this Zalando the online fashion retailer, will be taken as an example. It starts with a literature review on e-commerce definition, important factors for e-commerce business, advantages of e-commerce business, brand positioning, importance of brand positioning and online brand positioning elements. The chosen brand positioning elements are then applied to analyse the online brand positioning of Zalando. Furthermore, it observes the influence of brand positioning elements on their competitive advantages. The brand positioning elements are benefits and feature, price and value statements, competitive advantages, information on product and services, processes, partnering and relationship, leadership claims and corporate power, corporate social responsibility and credibility. All these brand positioning elements are addressed by Zalando and these elements have played an important role for the positioning of Zalando`s brand.

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Author:Manisha Rana
Advisor:Daniel Cerquera
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Release Date:2019/09/18
Tag:Brand positioning elements; eCommerce
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG