Evita Štrausa, Elīna Gaile-Sarkane

Proceedings of the 28th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2024, pp. 124-131 (2024); https://doi.org/10.54808/WMSCI2024.01.124

Evita Štrausa
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Elīna Gaile-Sarkane
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Cite this paper as:
Štrausa, E., Gaile-Sarkane, E. (2024). Embedding Brand Positioning within Strategic Management. In N. Callaos, E. Gaile-Sarkane, N. Lace, B. Sánchez, M. Savoie (Eds.), Proceedings of the 28th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2024, pp. 124-131. International Institute of Informatics and Cybernetics. https://doi.org/10.54808/WMSCI2024.01.124

To explore brand prospects and development, it is essential to implement precise brand positioning closely aligned with the company's strategy. The authors propose embedding brand positioning within the broader context of strategic management. This integration ensures that brand recognition and a well-designed brand image significantly influence customer decision-making, leading to a preference for the brand. By embedding brand positioning within strategic management, it becomes a catalyst for enhanced performance and long-term growth. This paper examines the impact of strategic brand positioning on key outcomes: organizational performance and organizational sustainability. Data collected from top executives of diverse organizations have been utilized to test the relationships within this framework. The authors employ structural equation modeling to estimate the proposed relationships in the conceptual model. The results confirm that top executives perceive positioning as having a significant impact on organizational outcomes, and when brand positioning is embedded in strategic management, the impact is more pronounced and effective. Furthermore, management involvement in strategic brand positioning issues significantly mediates the relationship between strategic brand positioning and outcomes.