POSITIONING AS A TECHNOLOGY OF POLITICAL MARKETING

Abstract

The article examines political positioning as an important technology in political marketing, which ensures its effectiveness. In the conditions of the modern information space, where dozens of political forces and candidates compete, successful positioning becomes one of the decisive factors of political success. The concept of «positioning», which is generally interpreted as the construction of a system of ideas and stereotypes of the target audience in relation to a political actor in order to create an understandable, safe image, different from others, is clarified. Positioning is considered one of the most difficult elements of political marketing, which is implemented through the tools of political advertising and political PR in general. The directions and grounds for creating leading positioning strategies in political marketing are defined. The directions and grounds for the creation of leading positioning strategies in political marketing are defined, including the highlighting of the main values and principles shared by the candidate and in tune with the voters, the construction of a strategy for the politician’s communicative behavior through various channels of information perception, focusing on specific issues or problems of concern voters Examples of the use of positioning technology in the election campaigns of American political figures are given, the main reasons for creating the desired image are outlined. As a technology of political marketing, positioning is the process of creating a unique image of a product, service or brand in the minds of consumers, which will be easy to perceive, adaptable to socio-political changes and correlated with the requests of the target audience. Successful positioning can help political leaders win the favor of voters, build trust and achieve electoral success, as was revealed through the given examples from US political practice. This is a complex process that requires a clear analysis, a competent strategy and constant adaptation to changes in society and the information space.