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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Research on the Customer-Oriented Corporate Branding Strategy

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DOI: 10.25236/ieesasm.2021.065


Luo Huan

Corresponding Author

Luo Huan


Corporate brand is critical for winning increasingly fierce competition on the market as the economy is growing rapidly. A branding strategy should begin with brand building, which is the basis for a brand to be competitive, while accurate brand positioning is the basic guarantee for the creation of a strong brand. In this article, the customer-oriented corporate branding strategy is studied at four dimensions: selection of target customers for the corporate brand, determination of the brand positioning, product development and manufacture of the customer-oriented corporate branding strategy, and establishment of a sound corporate evaluation system.


Customer-oriented, Corporate branding, Strategy