【正文】 ancial performance of corporate brand strategy through the use of the average ROA for the financial years of 1996, 1997, and 1998, drawn from Compustat. Their findings indicated the fitness between brand strategy (monolithic approach and branded approach) and business strategy (low cost and differentiation). Schultz and Schultz (2020), presented three pathway models for measuring brands: 1) customerbased brand matrices consisting of attitudinal data, hierarchy of effects and tracking studies。 has a variety of meanings in the literature. Strategic positioning is synonymous with positioning in the literature and is a process of defining and maintaining a distinctive place in the market for organization, operation, and assessing organization position54 relative to petitors (Zineldin and Bredenlow, 2020). Several authors suggested two approaches to strategic position: internal organization and external target audience (Reddy and Campbell, 1993。s petitive position based on its operational and experiential dimensions rather than promotional efforts (Kalafaties,Tsogas and Blankson, 2020). In this paper, SBU strategic position, which results from using corporate brand strategy, is a position that every SBU has in the marketplace against its petitive forces. In this paper, SBU strategic po。 Fill 2020。 3) branded business value consisting of brand valuation, discounted cash value and brand scorecard. . Strategic Positioning Basically, branding is about creating a unique position and distinguishing the corporation from its rivals. Schmidt and Ludlow ( 2020) defined positioning as it is normally used in marketing to denote the distinctive market position which a brand has, or wishes to have, in relation to its petition. They presented a holistic approach to positioning. Keller (2020) identified some characteristics for a successful brand which is effectively positioned. And De Chernatony and McDonald (2020) explored the two types of petitive brand advantage: costdriven and valueadded. Positioning is the differentiation of brand or product according to the target market39。s mark, corporate endorsing brand, corporate source brand and corporate master brand. Most panies employ mixed strategies but the paper briefly characterizes the two extremes: corporate brand strategy and product brand strategy. Corporate branding strategy Corporate branding strategy seeks to create unique identity and position for its products, services and ensures that both product and organization create value beyond that of their petitors (Ind, 1997). Corporate branding strategy can create added value for the corporation and implement its vision and create unique position in the Australian Journal of Business and Management Research [5159] | September2020marketplace. Also it can enable the corporation to bring further leverage to its tangible and nontangible assets It is a degree of endorsement by the parent brand that has two extremes: First, the uniformity model where boththe corporate level and the business units are all positioned and profiled. Second, the variety model where business units are different from the corporate level (Van Riel and Bruggen, 2020). Van Riel and Bruggen (2020) defined the corporate branding strategy as a systematically planned and implemented process of creating and maintaining a favorable reputation. They also said, its constituent elements by sending signals to stakeholders used the corporate brand. Some factors impact the crafting strategy of the corporate brand. Corporate strategy, business model, organizational culture, pace of innovation, addedvalue lever, resources and brand vision are factors that should be taken into account when choosing a branding strategy (Kapferer, 2020). As already mentioned, there are some factors which affect successful branding strategy when the strategists of the organization select corporate brand strategy as a source of petitive advantage for parent and SBUs and for obtaining the other goals of the organization. Although corporate brand strategy can be beneficial, if it is not managed accurately and thoroughly, both parent and SBUs can suffer losses. Consequently, a holistic approachis necessary to appraise the effectiveness of the corporate brand strategy. 3. CONCEPTUAL MODEL To assess the effectiveness of corporate branding strategy, this paper proposes three dimensions that can help the head office understand and manage their corporate brand effectively by evaluating them. They, namely multiple stakeholders39。 and a firm, through its products, presents itself to the world (Aaker, 2020。 performance and their core directions, and are strategically important. Strategic decisions, which are fundamental and developmental decisions as a part of the strategy process (Eisenhardt and Zbaracki, 1992), are some choices having chain consequences at the corporation causally, whose involvement level must be carefully controlled by corporate managers. They are difficult to define and also to assess in terms of performance。可以幫助管理人員調(diào)查企業(yè)的品牌戰(zhàn)略的影響。 2， SBU經(jīng)理：愿意使用企業(yè)品牌，承諾等。 在本文中， SBU的戰(zhàn)略地位是一種立場(chǎng)，即 SBU針對(duì)企業(yè)在市場(chǎng)上的競(jìng)爭(zhēng)力，這將決定使用企業(yè)的品牌戰(zhàn)略成功與否。 戰(zhàn)略定位是在文獻(xiàn)中的定位的代名詞，是相對(duì)于的競(jìng)爭(zhēng)對(duì)手在市場(chǎng)組織、運(yùn)作和評(píng)估組織當(dāng) 中，一個(gè)過(guò)程的定義和保持一個(gè)獨(dú)特的地方（ Zineldin和 Bredenlow， 2020年）。 戰(zhàn)略定位 基本上，品牌是 為企業(yè)創(chuàng)造一個(gè)獨(dú)特的位置 ， 與 它的競(jìng)爭(zhēng)對(duì)手區(qū)分開(kāi)來(lái)。此外，實(shí)施品牌戰(zhàn)略是一個(gè) 重要的因素，能夠表達(dá)一個(gè)企業(yè)的財(cái)務(wù)成功。此外，必須進(jìn)行評(píng)估，并了解他們多變的期望的需求不斷進(jìn)行預(yù)測(cè)。 多利益相關(guān)者的依賴 利益相關(guān)者是指所有的人（機(jī)構(gòu)或團(tuán)體）和有興趣的企業(yè)，這些人或企業(yè)可能影響企業(yè)或影響企業(yè) 的活動(dòng)。 凡瑞爾和布呂根（ 2020）定義了企業(yè)品牌戰(zhàn)略，他們認(rèn)為作為在一個(gè)系統(tǒng)的規(guī)劃和實(shí)施過(guò)程中，建立和保持了良好的聲譽(yù)，這就是品牌戰(zhàn)略。 g卡普費(fèi)雷爾（ 2020）區(qū)分 定位 應(yīng)對(duì)市場(chǎng)。 企業(yè)品牌和產(chǎn)品品牌之間的協(xié)同程度取決于品牌的體系結(jié)構(gòu)（凱勒和 Aaker Varadarjan等人， 2020），有時(shí)是被用來(lái)作為代名詞的品牌架構(gòu)或品牌戰(zhàn)略，品牌架構(gòu)這個(gè)概念也解釋了多個(gè)產(chǎn)品品牌，各自擁有一個(gè)單一的企業(yè)之間的彼此間相互的關(guān)系，幫助一些人了解的產(chǎn)品和企業(yè)品牌之間的關(guān)系（ Schoultz， 2020 年），有幾位作者研究品牌戰(zhàn)略，并已確定了一些戰(zhàn)略不同的分類法，列舉如下： a 個(gè)人的產(chǎn)品品牌和企業(yè)品牌。從本質(zhì)上講，它是關(guān)于人的一種價(jià)值觀、實(shí)踐和流程。由于事業(yè)部在不同 行業(yè)和不同的市場(chǎng)有各種各樣的工