Creating a Conceptual Framework for Corporate Brand Positioning

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.