The Contribution of Differentiating Marketing Actions to the Construction of Brand Image

Abstract

This dissertation explores the application of differentiating marketing actions as a strategy to contribute to the construction and reinforcement of the brand image by evaluating Heetch El Djazair’s positioning in the Algerian ride-hailing (VTC) market. First, a literature review focuses on the fundamentals of strategic differentiation, as well as the concept of brand image. Then, to answer the research problem, we opt for a mixed empirical approach. A questionnaire was launched to a large sample of respondents, including mainly active ride-hailing users. The data collected were analyzed using statistical methods, including factor analysis and linear regression. The survey results show that differentiating marketing actions, via service quality, pricing strategy, and safety standards, have a significant and positive effect on the construction of the brand image. The study confirms that differentiating marketing actions are an effective strategic lever to enhance a company’s brand image and establish a distinct market position