Current Issue

IMPORTANCE OF BRAND POSITIONING FOR BRAND BUILDING

Dr. Liu Ying-Yen

Chang Jung Christian University,

Ph. D. in Business and Operation Management, Taiwan Empresaria Commercial

University Ph. D. in Leisure Management, Costa Roca

Doctoral Research, California State University

Liu Ying-Yen Studio

Studio Principal

(Academic Research, and Business Management Consultant)

Abstract

The expression of enterprise marketing activities are based on the enterprise’s operational efficiency, competitiveness, and value creation. Dyer, Godfrey, Jensen and Bryce (2003): Noted this value may come in the form of different product features, product quality or reliability, convenience, or brand image. Brand development aims to establish a more stable corporate operation system, developing and delivering product awareness and benefits of product services to customers, and increasing business volume beneficial the enterprise’s future expansion and sustainable management. Core brand positioning is the core focus of brand management symbolizes the trust in and commitment to corporate products and services. A high-quality brand can continue to groom its unique charm. Liu (2022): Noted “Brand” helps consumers to make purchase choices by representing trust, reliability, quality, image, and price. 

The purpose of this study is to discuss brand positioning is one of the most important factors in corporate brand building and exploring how an enterprise can enhance customers’ understanding of its products and services. And after proper promotion and packaging, branding can stimulate consumers’ emotions and strengthen their product loyalty. Parikshat S. Manhas (2010): Noted the target market and the perceived differentiation from competitors are core Concepts of Positioning. 

Keywords: Brand Positioning, Supply Chain, Brand Marketing, Value Chain, Differentiation, Strategic Management