Creating a Conceptual Framework for Corporate Brand Positioning

摘要: Achieving a strong position with sustainable competitive advantage is vital for any company; therefore, it surprising that so little research has been conducted on corporate brand positioning. Addressing this evident gap in the literature of industrial marketing, our study creates conceptual framework positioning brands. We define term ‘corporate positioning’ as process developing new driver to elevate market, thus achieving advantage. The markets follows same phases does consumer markets; these consist several sub-processes, including analysing and its competitors, customers market; determining target options; desired position. These can be intertwined or overlapped. constructed from common features identified current literature, but special characteristics brands shape fit market. result