Exploring the 'nuts and bolts' of developing brand positioning: a case study evaluating the brand purpose and brand identity of a small hardware store in a competitive industry

Abstract

This research explores how brand purpose and brand identity contribute to the developing of brand positioning. This research will use a small hardware as a guide and reference for the research. The literature is what informs this study, it looks at three main themes, brand purpose, brand identity and brand positioning, in order to understand the complexities of positioning. The literature is also a guideline for research methodology. The research methodology uses a qualitative research design and compromises of questionnaires and interviews. The findings are then processed using a qualitative content analysis method. After key points are established they are concluded by referring back to the research problem and objectives.