Brand solutions creating a position in the electronic books market

Rozwiązania brandowe budujące pozycję na rynku książek elektronicznych

Competition in the market is constantly intensifying. Thus, companies are looking for new ways to attract consumers and increase their competitive advantage. Brands are becoming “a crucial tool and the value they create for the consumer. It fosters consumer favor and confidence and encourages them to choose brands instead of competitors' offers. Brand solutions could be essential for the customer incentives while forming sales market share and brand value. Thus, this article aims to determine possible brand solutions creating a position in the electronic books market. The literature review method was applied to discuss the brand value and image formation tendencies in the electronic books market. It confirmed that the brand image is formed by emphasizing the distinctive aspects of the brand identity in marketing communication (positioning). On their basis, specific associations are included in the minds of consumers, which become the image of the brand. Accordingly, a theoretical research model was constructed. With the help of a quantitative research survey method, the data of 307 respondents were analyzed. Research data were analyzed using the SPSS program. The questionnaire data was validated using Crombach Alpha (0.829). The research results showed the need for correct consumer leading by creating the positioning strategy with orientation to differentiation in the marketing communication. The authors suggest how analyses of consumers' attitudes in the electronic books market could lead to brand image formation. Some more profound scientific value could be completed in the future while applying surveys to a broader range of organizations and their brands.

 

Konkurencja na rynku stale się nasila, dlatego firmy poszukują nowych sposobów na przyciągnięcie konsumentów i zwiększenie swojej przewagi konkurencyjnej. Marki stają się kluczowym narzędziem i źródłem wartości, jaką tworzą dla konsumenta. Wzmacniają przychylność i zaufanie konsumentów oraz zachęcają ich do wybierania konkretnych marek zamiast oferty konkurencji. Rozwiązania brandowe mogą być kluczowe dla motywacji klientów przy budowaniu udziału w rynku i wartości marki. Celem artykułu jest zatem określenie możliwych rozwiązań marki budujących pozycję na rynku książek elektronicznych. Do omówienia wartości marki i tendencji wizerunkowych na rynku książki elektronicznej zastosowano metodę przeglądu literatury. Potwierdziła ona, że wizerunek marki jest kształtowany przez podkreślanie w komunikacji marketingowej (pozycjonowanie) wyróżniających się aspektów tożsamości marki. Na ich podstawie w świadomości konsumentów powstają określone skojarzenia, które kształtują wizerunek marki. W związku z tym skonstruowano teoretyczny model badawczy. Za pomocą ilościowej metody ankietowej przeanalizowano dane 307 respondentów. Użyto do tego programu SPSS. Dane z kwestionariusza zostały zweryfikowane za pomocą współczynnika alfa Crombacha (0,829). Wyniki badań wykazały potrzebę prawidłowego prowadzenia konsumenta przez stworzenie strategii pozycjonowania zorientowanej na zróżnicowanie w komunikacji marketingowej. Autorzy sugerują, w jaki sposób analizy postaw konsumentów na rynku książek elektronicznych mogą prowadzić do kształtowania wizerunku marki. Głębszą wartość naukową można osiągnąć w przyszłości, stosując ankiety do zbadania szerszego zakresu organizacji i ich marek.

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