Formation of brand positioning strategy in small and medium enterprises

With the economic growth and fierce competition in our country, it is not enough for SMEs to simply produce goods and services and offer them to the market to continue their existence. Market conditions are constantly changing due to globalization and changes in customer expectations. Due to changes in consumer expectations and strong competition, SMEs' continued existence requires them to create brand value and a strong brand image for their products. The brand ensures that the business and its goods and services are perceived differently from its competitors, due to the perception it creates in the minds of consumers. Brand positioning is defined as an effort to place a product/brand somewhere in the mind of the consumer. The aim of positioning is to place the brand in the mind of the consumer in order to maximize the potential benefit of the business. The purpose of this article is to theoretically analyze the formation of brand positioning strategy in small and medium-sized business entities and to contribute to domestic literature. In this work, the concept of small and medium business was first defined. The principles of brand positioning and marketing are theoretically defined. In addition, the use of social media and strategic positioning of small and medium-sized businesses was theoretically analyzed, and the principles of successful brand positioning were considered. The methods of systematization, deduction and induction of scientific literature were used in the research work.