HR-Brand Positioning Strategy Development

This work is devoted to the research of such marketing tool as HR-brand positioning, its key features, criteria for successful formation and creation process. Sometimes it happens that the perception of a company in the market does not coincide with the desired positioning. In this case, it is necessary to develop programs to correct positioning. In addition, achieve a result, which will coincide with the real image in the consumer's mind. The object of research is brand ZARA. The subject of the research is the company's HR brand, its positioning and its impact on customer loyalty. ZARA is very well-known all over the world, but most of the news produced by the media is directly related to the product, while the company's HR brand remains on the sidelines. The purpose of this final qualification work is to develop a strategy for positioning the company's HR brand. According to the results of the study, perception gaps were identified in company's employees and potential employees. Based on this, a set of recommendations for working with the image was developed, which improve the company's image as a whole.