Keyword: «brand management.»

Knowledge of strengths and weaknesses of a brand or product helps evaluate opportunities and threats to words that which is the basis of competitive analysis. Measuring the ratio figure, which is aimed at evaluating the attitude toward the brand, before and after marketing activity, helps evaluate the activities efficiency and the overall efficiency of the strategy. Furthermore knowledge of the ratio helps full cost the reaction towards the new or modified product of a company. For that and for most of the other marketing decisions, the instrument called the parameters positioning map is used.