The Research Of KL Company's Brand Positioning

China has already become the world-class country to produce large and medium-sized buses, occupying 40% of production and market shares in the world, and in recent years the export increased very quickly. China owns many excellent large and medium-sized bus manufacturers, and KL company is a typical one of them. Although all of them have their own brands, most of them are not successful on brand positioning. Because KL company is typical and representative, I select it as my research object. And I hope that I can summarize and give some valuable advice for brand positioning of Chinese large and medium-sized bus companies.First, I studied Philip Kotler and Don E. Schultz's brand and marketing theories, Jack Trout's positioning theory, and corresponding strategies and methods of brand positioning. After that, I summarized the evaluation standards of brand positioning, including the brand positioning process, the cover of brand core advantages, the inheriting and extending of brand positioning, the practice of brand positioning, the increase of brand level and brand value.Second, I analyzed the history, products, market and operation conditions of KL company. And especially, I researched the history of its brand positioning and the whole process of its current brand positioning.In the end, through the evaluation standards, I got the conclusion that KL company had a suitable brand positioning. In the meantime, I judged the future directions of KL's brand positioning from enlarging, focusing, emotional covering aspects. And I gave some advice of extending of brand positioning from brand assertion and guidance function of marketing communication.