A Study of The Relationship between Brand Positioning and Brand Value

• Other Authors: Guo, Min (Author)
• Format: Doctoral Thesis
• Language: Chinese
• Published: 2016
• Subjects: Business administration; brand persoanlity; brand position; brand value; consumption mind; consumption possession
• Online Access: http://hdl.handle.net/2286/R.I.40758

abstract: It is important and with significant practical value to study how positioning may help enhance a company’s brand value and improve a company’s profitability. It is especially essential to find suitable solution to help Chinese enterprises appropriately position their brands, evaluate brand value, and adopt suitable positioning strategy. The purpose of this paper is to clarify the impact of positioning on brand value through several case studies and empirical research, and to establish the relationship between positioning and brand value. At the same time, through determination of research topics and conduction of field studies, the paper ultimately verified the relationship between the internal theoretical prediction and the business management outcomes. === Dissertation/Thesis === Doctoral Dissertation Business Administration 2016