Using A Quantitative Verification Model In Analyzing The Brand Position Niche Theory And Brand Music

In this thesis, there are two research criteria: 'Brand Positioning' and 'Brand Music' . The two research topics are: 'the Four Niche Phases Verification of Business Brand Positioning and Business Master Target Consumers Classification' and 'the Optimal Brand Music Attributes Corresponding to Business Brand Logo' .As to the first research topic, we present a 'Noble Brand Positioning Four Master Phases Theory' : Brand Space Theory, Brand Capital Theory, Brand Value Theory and Brand Circle Theory in advance. Following based on the Principal Component Analysis of statistical theory, we implemented the quantitative research in the 'Noble Brand Positioning Four Master Phases Theory' . We used the most famous fast food brand 'McDonald' s' as the sample space. The simulation test result shows that the Overall Index Explanatory Power is 83% under the Cronbath' s α is 0.88 through the quantitative verification. This result gives a strong support in defining the Noble Four Niche Phases Theory as the important strategic factor in establishing brand positioning index. After completing the quantitative research, the Principal Weight of each Sub-Niche is positive. This also implies that the Noble Brand Positioning Four master Phases Theory represents positive affection to brand positioning index. We also created the following Sub-Niches those are rarely mentioned in the past literatures. The Sub-Niches are: 'Endless Running Strategy, Business Environment Strategy, Physical Capital Strategy, Brand Logo, Brand Music, Business Life Strategy, Personnel Capital Strategy, Life Cycle Strategy, Trust Mask Strategy, Re-Positioning Strategy, Word-Power Strategy, Globalization Strategy, Network Revolution Strategy and Green Brand Strategy' . The quantitative verification model can classify the responses of the sampling space into groups. After that, we used the quantitative verification process to classify the Target Consumer. And through the Principal Component Analysis, the group that owns the biggest...