Positioning for Success: Enhancing Brand Image and Online Presence in Tina Bakery's Journey

Abstract

This paper aims to address the challenges faced by Tina's Bakery in terms of brand positioning and digital marketing. Despite being a mid-high-end bakery brand, the bakery lacks accurate brand positioning, a suitable target audience, and effective communication strategies. In order to bridge the reputation vision gap, the author suggests a brand update to reflect an optimized brand positioning and create a more aligned image. Additionally, it is recommended to enhance the online promotion strategy by creating high-quality content, exploring new advertising channels, and analyzing online performance. By implementing these strategies, Tina's Bakery can distinguish itself, attract a broader customer base, and increase sales.