Brand Positioning on the Russian Fashion Market (on the Example of Brand "Mashkara")

Student: Khristacheva Elena

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

This work was aimed at considering such a marketing tool as positioning, its key features, criteria for successful formation and creation process. Further, the described approaches to the positioning of the brand in the fashion industry in a variety of price ranges, the features of using this method in the Russian fashion brands. This information is presented in the first part of the work. In the practical part, the main goal was to identify the position of the Russian clothing brand "MASHKARA" on the market using perception and positioning cards. The third part of the work includes a list of recommendations for further activities of the company regarding its position.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses