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.

The aim of the article is to identify possible consequences for technological changes resulting from the company's cooperation with its stakeholders. An additional goal is the systematization of knowledge about relations with stakeholders and technological changes. Business practice confirms that there are real relationships between stakeholder relationship management and technological change. Proper relationship management contributes to the creation of tangible benefits for the company, increases the propensity of the organization to technological changes and innovations. The example of the bottling industry was used in the conclusion.