Abstract
This paper analyzes the significance of corporate identity in the positioning of small and medium-sized enterprises, exploring how a well-crafted and strategically managed identity can enhance brand perception, foster customer trust and loyalty, and contribute to market success. The theoretical framework addresses key aspects of corporate identity and market positioning, and outlines a proposed empirical study to further investigate the impact of these elements on consumer behavior and business outcomes. The findings aim to provide small and medium-sized enterprises with actionable insights for optimizing their brand identity and improving their competitive positioning.
Key words: brand identity, corporate identity, market positioning, advertising materials