Communication Strategies of Be Forward Brand Promotion

The master project is dedicated to the development of the Be Forward brand positioning strategy in the Russian Federation. In the theoretical part of the work, an analysis of the Russian market of used right-hand drive cars was conducted, the main competitors and regions of sales of right-hand drive cars in the Russian Federation were identified, cases of foreign approaches to brand positioning in the field of used car sales were given. In the empirical part of the study, content analysis was conducted on the websites of the competitors' companies Be Forward, content analysis of the comments of the participants in the branches of the Drom automobile forum, and in-depth interviews with representatives of the target audience of Be Forward company - with the sellers of usedright-hand drive cars. In the recommendatory part of the project work, the author proposed a brand promotion strategy in an online environment through the creation and development of a platform site by the Be Forward representative office.