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Five research into the Group's brand positioning strategy

Author: LuoJian
Tutor: WangJianQiang
School: Central South University
Course: Business Administration
Keywords: Brands Brand image Brand Positioning
CLC: F279.26
Type: Master's thesis
Year: 2004
Downloads: 515
Quote: 1
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Abstract


With the increasing competition among enterprises , product homogeneity time has come , the brand became more important than the enterprise product and more long-term intangible assets and core competitiveness. Strong brand is increasingly becoming a business must occupy the commanding heights of the new competitive strategy . How rational planning corporate brand positioning strategy is the key to brand building . Therefore , this article from theory to practice on corporate brand positioning strategy for the exploratory study , hoping to make our corporate brand building power of drip . Firstly, from the influence of brand management and brand positioning trends start to study the theory of the brand , focusing on the brand image and brand positioning of the relevant theory . Then on the basis of article five of the brand into the Group currently has a comprehensive exploration, using qualitative and quantitative research methods on the situation in the industry , competing brands , consumer characteristics , company's existing brand image research , draw construction machinery industry consumers are concerned about brand affinity and brand personality factors , the impact on the Group's brand into five diagnosis , and proposed the necessity of brand positioning . Then post the results of exploration under the brand and brand positioning system requirements from the five aspects of the five into the Group's brand positioning, while develop its brand strategy and brand management system. Finally, the article on the reasonableness of the brand positioning was verified , also elaborated on the five brand positioning strategy into Group.

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CLC: > Economic > Economic planning and management > Enterprise economy > Companies around the world economy > China > Individual enterprise economy
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