Back Issues 11-20

BRAND POSITIONING DECISION BASED ON KNOWLEDGE MANAGEMENT

Liu, YingYen

Chang Jung Christian University, Ph.D.

in Business and Operation Management,

Doctoral Researcher of California State University

Abstract

On the core of operation management should possess business structure and system in the enterprise. Enterprise organization based on strong brand, constantly creating profits, and the concept of business management relied on knowledge management.

Ganrtner Group (1997): Explained that knowledge management is the organizational and technological infrastructure of enterprises that prompt knowledgement the sharing and utilization of knowledge. The enterprise must know the brand positioning and its purpose. Keller also stated, “Decision about the competitive frame of reference are closely linked to target market decision”.

This research studies and analyzes how can establish brand positioning strategy according to knowledge management. It also provides advice on industry and academic research references.

Keywords: brand position, knowledge management, brand identity, target market, advertising communication, advantage development