The features of the brand identity development methodology in the niche segment

In the current marketing and business conditions, the creation of a brand in a niche segment is relevant. The niche segments in branding intensifies the business competitive ability. The algorithm for developing brand identity, taking into account the psychoemotional needs of the target audience using the example of the fashion clothing market and the development of brand identity for short women (petite segment) is formalized. The positions in modern branding, concerning the concept of brand identity, are described. The authors revealed that the considered brand identity development models offer different sequences and accents, but they all serve the same purpose: to form a clear identity for the brand through attributes. The stages of the brand identity development methodology for a niche segment are described: research and analysis; strategy formation; visual identity development; verbal identity formation; implementation and implementation; monitoring and correction. The features of the stages are presented using the example of developing a brand of women’s clothing in the petite segment, and formulations for brand attributes are given.