Author(s)

Luo Huan

Corresponding Author

Luo Huan

Abstract

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.

Keywords

Customer-oriented, Corporate branding, Strategy