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Creating a Conceptual Framework for Corporate Brand Positioning

  • Conference paper
Business Challenges in the Changing Economic Landscape - Vol. 2

Part of the book series: Eurasian Studies in Business and Economics ((EBES,volume 2/2))

Abstract

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

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Author information

Authors and Affiliations

  1. School of Management, University of Tampere, Tampere, Finland

    Tiina-Kaisa Kuuru & Pekka Tuominen

Authors
  1. Tiina-Kaisa Kuuru
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  2. Pekka Tuominen
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Corresponding author

Correspondence to Pekka Tuominen .

Editor information

Editors and Affiliations

  1. Istanbul Medeniyet University, Faculty of Economics, Istanbul, Turkey

    Mehmet Huseyin Bilgin

  2. MUFG Union Bank, San Francisco, California, USA

    Hakan Danis

  3. Istanbul Medeniyet University, Faculty of Tourism, Istanbul, Turkey

    Ender Demir

  4. Eurasia Business & Economic Society, Fatih Istanbul, Turkey

    Ugur Can

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Kuuru, TK., Tuominen, P. (2016). Creating a Conceptual Framework for Corporate Brand Positioning. In: Bilgin, M., Danis, H., Demir, E., Can, U. (eds) Business Challenges in the Changing Economic Landscape - Vol. 2. Eurasian Studies in Business and Economics, vol 2/2. Springer, Cham. https://doi.org/10.1007/978-3-319-22593-7_13

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