Muratori, Luca (A.A. 2023/2024) Positioning and differentiation strategies among leading consulting brands: a comparative analysis. Tesi di Laurea in Brand management, Luiss Guido Carli, relatore Matteo De Angelis, pp. 124. [Master's Degree Thesis]

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Abstract/Index

Literature review. Theories and models of brand positioning. Theories and models of differentiation in B2B markets. Importance and key success factors of positioning and differentiation. Branding strategies and brand equity evaluation methods. Key indicators for comparative analysis. Gaps in the existing literature and relevance of the research. Methodology. Research design. Criteria for selecting consulting firms. Data collection tools and methods of data analysis. Results and discussion. Overview of the selected consulting brands. Positioning strategies: points of parity and uniqueness. Differentiation: key elements of the adopted strategies. Brand communication and image: comparison of campaigns and key messages. Strategic perspectives from Gartner and Assoconsult. Comparison of brands based on collected data. Brand perception through social media: insights from @consulenzaconfusa. Interpretation of results relative to research questions. Practical implications for consulting firms. The AI perspective: how machines creatively envision consulting firms.

References

Bibliografia: pp. 117-122.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77)
Chair:	Brand management
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Costabile, Michele
Academic Year:	2023/2024
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	03 Jul 2025 09:56
Last Modified:	03 Jul 2025 09:56
URI:	https://tesi.luiss.it/id/eprint/42734

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