Corporate Brand Positioning System Research

Brand positioning is brand strategy, brand promotion, brand equity evaluation, and other brand management of a series of priority tasks. This article's purpose is to establish corporate brand positioning system framework, so as to lay the groundwork of building a complete corporate brand management system. Based on the theoretical background of the market positioning, this research established a brand positioning model and using examples analysis and application analysis methods to verify.Product brand and corporate brand belonging to different brand attributes, their positioning, Marketing and promotion management approach are essentially different. On corporate brand building, product brand belongs to a part of it. Therefore, the status quo which academia commonly used product brand positioning for the corporate brand positioning is clearly one-sided and lacking in systemic.This article based on other scholar's definition of brand connotation to test the assumptions of the corporate brand connotation, then unifies the theory of market positioning to deduce the corporate brand positioning connotation to be supposed toinclude 6 aspects.According other scholars' three study areas on the market positioning (positioning connotation, positioning extension and positioning process), built a brand positioning model which has personality characteristics, thereby building up the basic framework of the corporate brand positioning system.