Building Brand on the Example of Recruiting Agency

In the situation of a highly competitive market for recruiting services, the struggle of companies for a client forces them to form and broadcast their own distinctive features by means of branding and positioning. At the same time, it is not always clear which brand attributes really influence the decision to cooperate. To expand the understanding of the process of choosing a counterparty, a series of expert interviews were conducted, from which an understanding of the importance of brand congruence is formed. The analysis and construction of the positioning strategy of the Hunt Expert company, brand identity, and brand equity were carried out to understand the prevailing ideas about the company in the market. Both positive and negative or relevant brand traits were identified and an area for development and further brand building.