【正文】 s overall petitive advantage in the marketplace. It identifies the organization39。 minds. Tadevosyan et el (2020) argued that there was a lake of research about corporate brand positioning, while previous researchers had focused on product brand positioning. In general, brand positioning refers to consumers39。s objectives. Stakeholders are important to the organization by virtue of their ability to influence it. As a result, their views must be a ponent of decisionmaking. However, some stakeholders are more powerful than others. So, the task of management is a balancing act. Basically, one of the criteria for evaluating the effectiveness of a plan, or strategic plan is satisfaction, resulting in reliance on the part of the stakeholders. And corporate brand strategy must be developed to deliver the highest gains to all stakeholders and corporate publics. A successful organization is responsive to its critical stakeholder needs and meets their expectations. Also, it must assess and understand their needs and expectations continually and anticipate their changeable expectations. In relation to corporate branding strategy as a corporate level subject, the main difference between product and corporate branding is the target of branding. The product branding target is one consumer or consumer segment with a single message while the target of corporate branding is multiple audiences with a key single message that is meaningful to all, although each constituency may regard the message differently. It is this multiplier effect that gives the corporate branding program its power (Gregory and Wiechmann, 1997). The corporations that use corporate brand strategy distinguish themselves from their petitors and differentiate themselves in the minds of their stakeholders (Balmer, 2020). SBU managers are willing to support a uniform corporate branding strategy and under which conditions they prefer to use an autonomous branding strategy. Corporate brands focus on building relationships with multiple stakeholder groups in order to create a stable image of corporation products and services. . Financial value Brands as an intellectual capital are widely considered as an important contributor to business performance and economic growth and ultimately economic performance. Furthermore, brand strategy is a significant factor in the financial success of a corporation. Branding strategy has an impact on a firm39。endorsed brands39。 Aaker, 2020). Consequently, one crucial decision in multibusinessAustralian Journal of Business and Management Research [5159] | September2020 corporations is to determine the use of corporate branding strategy, and corporations should assess whether the selected strategy effectively meets the intended oute our not. 2. LITERATURE REVIEW Corporate brand There is an important distinction between a corporate brand and a product brand. The product brand focuses on the product and the customer。布呂根， . （ 2020年） 《 整合業(yè)務(wù)單位經(jīng)理的觀點企業(yè)品牌戰(zhàn)略決策 》 .企業(yè)信譽評論 5（ 23） 241251. ， R.， DeFanti，熔點 布希企業(yè)， . （ 2020 年） 《 品牌組合，企業(yè)形象，聲望：管理品牌的缺失 》 .雜志的學(xué)院市 場營銷學(xué) 34（ 2） 195205. ， D.（ 2020） .戰(zhàn)略決策 .在 （ 1997）， 《 圖像 定位 》 39. Zineldin， M.＆ Bredenlow的， T.（ 2020） .《性能測量和管理控制定位戰(zhàn)略，質(zhì)量和生產(chǎn)力的案例研究》 瑞典銀行 .管理審計雜志 6（ 9） :48489 40. Zyglidopoulos，南卡羅來納州，亞歷山德里， ， . （ 2020年） 《 探索版主品牌戰(zhàn)略財務(wù)績效的關(guān)系 》 . Judge商學(xué)院，大學(xué)劍橋 . 外文文獻 THE EFFECTIVENESS OF CORPORATE BRANDING STRATEGY IN MULTIBUSINESS COMPANIES Australian Journal of Business and Management Research [5159] | September2020 Masume Hosseinzadeh Shahri Faculty member of Business Management Department, Alzahra University, IRAN Email: ABSTRACT Is your corporate branding strategy effective? This paper presents a tripledimension model for the assessment of the effectiveness of corporate branding strategy as a strategic decision in an organization: multiple stakeholders39。 6，媒體的存在，與該組織的關(guān)系等。這些結(jié)果表明，我們可以對測量這些定位的企業(yè)品牌 定位 的有效性進行評估。 一個企業(yè)的戰(zhàn)略地位是在企業(yè)層面作出決定的結(jié)果，并且受外界環(huán)境的影響，如可用性的內(nèi)部資源、核心競爭力、預(yù)期的各種內(nèi)部和外部利益相關(guān)者的影響（約翰遜，斯科爾斯和惠廷頓， 2020年），為企業(yè)的戰(zhàn)略地位提供了操作定位的方向。凱勒（ 2020年）發(fā)現(xiàn)了一些特征，這實際上是一個成功的品牌定位。 Olins的， 1990年）。這是乘數(shù)的效果，使企業(yè)的品牌推廣計劃的的功率放大了倍數(shù)（ Gregory 和維希曼， 1997）。因此，他們的意見必須是決策的一個組成部分。 正如前面提到的，還有一些因素能夠影響品牌戰(zhàn)略的成功，戰(zhàn)略家選擇企業(yè)品牌戰(zhàn)略的競爭優(yōu)勢，往往來源于該組織的母企業(yè)和事業(yè)部的其他目標。 大多數(shù)企業(yè)采用混合 定位 ，但還是要簡要地刻畫文中出現(xiàn)的兩個極端：企業(yè)品牌戰(zhàn)略和產(chǎn)品品牌戰(zhàn)略。 d 沒有代言，薄弱代言，中等代言，強烈代言（范 使用的能力如何運用自己的眼光與企業(yè)文化的一個獨特的銷售主張的一部分所帶來的企業(yè)的品牌市場營 銷（ Hatch和舒爾茨， 2020）。因此，品牌戰(zhàn)略是一個至 關(guān)重要的決定。母企業(yè)如果擁有相同的業(yè)務(wù)，在配合子企業(yè)運作良好的情況下，能夠比他們的競爭對手創(chuàng)造出更多的價值。在評估當中將三個維度納入計劃中，使 CEO們理解無論他們的企業(yè)品牌 定位 是否有效，在市場經(jīng)濟的時代，品牌已經(jīng)成為企業(yè)占領(lǐng)市場的重要工具。隨著人民生活水平的提高，品牌的重要性也越來越大。（古爾德，坎貝爾和亞歷山大， 1995年） 在具體戰(zhàn)略過程中，有各種性質(zhì)復(fù)雜的決定，深刻地影響著事業(yè)部的表現(xiàn)，他們的核心戰(zhàn)略方向，往往具有重要戰(zhàn)略意義。 企業(yè)確定企業(yè)的品牌戰(zhàn)略和是否選定品牌 定位 ，應(yīng)充分評估是否有效地滿足了企業(yè)發(fā)展的需要。同時這也說明企業(yè)的品牌是代表了背后的組織之間的協(xié)議。瑞爾布呂根， 2020年）。 企業(yè)品牌戰(zhàn)略 企業(yè)的品牌戰(zhàn)略，旨在創(chuàng)造獨特的身份和地位，確保其產(chǎn)品和服務(wù)創(chuàng)造價值，超越他們的競爭對手（印度， 1997年）。雖然企業(yè)的品牌戰(zhàn)略是有益的，如果它管理的不準確和完整，母企業(yè)及附屬企業(yè)將蒙受損失。然而，一些利益相關(guān)者是比別人更強大的存在，因此，任務(wù)管理必須是一個平衡的行為。企業(yè)使用企業(yè)的品牌戰(zhàn)略，區(qū)分了自己與他們的競爭對手，并從他們的利益相關(guān)者的頭腦中脫穎而出，（巴爾默， 2020年）。 Gregory和維希曼（ 1997）指出，企業(yè)品牌與增加的數(shù)據(jù)銷售之間的關(guān)系，企業(yè)品牌能夠提高市場占有率，增加收入，并增 加股票的價格。德徹納東尼和麥克唐納（ 2020）探討了兩種類型的具有 競爭力的品牌優(yōu)勢：成本推動型和增值。然而，定位在產(chǎn)品、品牌或操作層面上，組織的產(chǎn)品如何才能被它 的用戶、消費者和相對于其他競爭產(chǎn)品或品牌達到勝利，提供了有效的思路。企業(yè)品牌的有效性戰(zhàn)略顯示，該企業(yè)及附屬子公司完成了預(yù)期的結(jié)果。 7， SBU員工：企業(yè)承諾，收到的求職申請數(shù)量，員工的滿意度率等。 reliance, financial value and strategic position. The elements of the model are based on information obtained from literature review and structured interview with specialists in strategic management and marketing and some multibusiness panies39。 while the marketing activity as a short, long, and tactical function handles it. In contrast, the corporate brand clearly focuses on the whole organization where the CEO has a crucial role and ultimate responsibility for its management. It considers multiple stakeholders as a strategic factor in the organization. A corporate brand that has high plexity (Balmer, 2020)