Brand management as a positioning strategy for a global tech corporate brand

In the constantly changing field of medical technology, companies like Medtronic must maintain their competitive advantage. This thesis examines the important role of branding strategies in putting Medtronic and other multinational corporations in various marketplaces. Qualitative research collects valuable data from marketing directors and managers across different regions. Examining Medtronic’s publications and websites, which include qualitative data, is also part of the research. The thesis explores the role of branding strategy in Medtronic's market positioning, identifies the critical brand characteristics that contribute to its identity, and evaluates the influence of brand management on corporate positioning. Theoretical frameworks include many corporate branding elements, including brand elements, image, identity, communication, and positioning. The research covers Medtronic in detail and shows how innovation, partnership, and social responsibility are important in establishing the company's brand and market position. Medtronic should put first the ongoing implementation of localization initiatives, promote collaboration between departments, actively involve stakeholders, closely monitor market changes, and include corporate social responsibility in its branding plans.