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155078 https://hdl.handle.net/2286/R.I.40758 http://rightsstatements.org/vocab/InC/1.0/ All Rights Reserved 2016 57 pages Doctoral Dissertation Academic theses Text chi Guo, Min Pei, Ker-Wei Cui, Haitao Li, Feng Arizona State University Doctoral Dissertation Business Administration 2016 It is important and with significant practical value to study how positioning may help enhance a company’s brand value and improve a company’s profitability. It is especially essential to find suitable solution to help Chinese enterprises appropriately position their brands, evaluate brand value, and adopt suitable positioning strategy. <br/><br/> The purpose of this paper is to clarify the impact of positioning on brand value through several case studies and empirical research, and to establish the relationship between positioning and brand value. At the same time, through determination of research topics and conduction of field studies, the paper ultimately verified the relationship between the internal theoretical prediction and the business management outcomes. Business Administration brand persoanlity brand position brand value consumption mind consumption possession A Study of The Relationship between Brand Positioning and Brand Value