| Since China has lost its advantage as a country with cheap labor resources, global manufacturing industry has transferred to countries such as India and Vietnam in Southeast Asia. Hence China has entered the era of excess production capacity. In this case, small and medium-sized clothing companies aspire to develop their own brands more than ever before. Different from large scale enterprises with abundant capital and human resources, small and medium-sized enterprises have sunk into a disordered state. One of the problems lies in wrong or unclear positioning, which results in underdevelopment of the brands or being eliminated by the market.This thesis probes into the case of the re-positioning of brand C and its corresponding strategies. Through analysis of a triangular model on the brand asset and the initial positioning of brand C, the problems arise and re-positioning will be conducted on that basis.The main body of this thesis comprises six parts. The first part is an introduction, mainly illustrating the objective, significance, the theme of the research and the logic relations of the thesis. The second part is literary review, which summarizes the basic concepts, related theories and the status quo of the brand building of the China’s clothes brands. The third part is the case description, which introduces to readers the brand C and its general information of the company, the development history and the status quo. The fourth part analyzes the initial positioning of brand C, trying to identify the crux of the initial positioning. The fifth part summarizes the whole thesis, and points out the research limitations. |
