Brand Positioning Research

Brand positioning is the basic and core contents of brand strategy and also the root and guarantees to create brand, the exact brand positioning is necessary to create a powerful brand.This thesis gathers the brand positioning document and material widely, analyzes the strategy and process of brand positioning through enterprise' s point of view. Meanwhile, thesis considers there' s only one successful positioning that is customer positioning, only be accepted by customers and be satisfied by customers, the positioning can be considered as successful. So we can attempt to estimate brand positioning by customer satisfaction.The main clue of this thesis is Brand-Brand Positioning-Customer Positioning, and on the basis of it, the thesis analyzes the system of brand positioning totally, including brand positioning strategy, brand positioning process and estimation by customer satisfaction. So this thesis improves the academic structure of brand positioning, and brings some innovation forward.