【正文】 s reputation, and the corporate image. These factors show SBUs’ strategic position in the marketplace. They can help managers to investigate the effect of the corporate brand strategy. SUGGESTIONS FOR FUTURE RESEARCH There is a need for future research to show how we can assess the financial value result of applying a corporate brand strategy based on the model and how we can measure corporate brand st。s strategic position: the sustainability of SBUs39。 reliance, financial value and strategic position. Reliance of multiple stakeholders results from their satisfaction which impacts on the corporation and which has different value and weight. The customers, SBU managers, investors, suppliers, partners, employees, SBU employees, regulators, media, and local munity organizations are multiple stakeholders that influence the performance of corporate branding strategy and have different effects on CEO decisions.. After identifying stakeholders and determining their importance, the next step is to delineate some criteria to assess their reliance as follows: Customers: Customer perception of corporate brand, willingness to pay, loyalty etc. SBU managers: Willingness to use corporate brand, mitment etc. Employees: Commitment, loyalty, support of corporate mission and vision, number of job applications received, employee retention rate etc. Suppliers: Willingness to interact with the organization etc. Partners: Satisfied with the contract etc. Media: Presence, relation with the organization etc. SBU employees: Commitment to corporation, number of job applications received, employee satisfaction rate, etc. The cumulative effect of these groups39。s petitive position based on its operational and experiential dimensions rather than promotional efforts (Kalafaties,Tsogas and Blankson, 2000). 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 position refers to the position held by every SBU against its petitive forces as a result of the use of corporate brand in the marketplace. 01 is statistically significant. Correlation coefficient between constructs is shown in Table 2 and Figure CONCLUSION The results of the model showed that the factors determining the effectiveness of corporate brand strategy are related to each constructs in the conceptual model. These findings indicate that we can measure these dimensions to assess the effectiveness of corporate branding strategy. The effectiveness of corporate branding strategy displays itself if the corporation and SBUs are leading up to their intended results. To determine the effectiveness of corporate branding strategy, the paper suggests that panies should assess both corporation and SBU performance as against the business39。s place in the environment in relation to vision, mission and core petency ( Hooley, 2001。s offerings are perceived by its users/consumers relative to other peting products or brands. Additionally, it develops appropriate marketing mix strategies that support their position in the marketplace (Chew, 2009). Strategic position at the organizational level is a longterm process of developing the organization39。 Fill 2002。 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, 2001). Several authors suggested two approaches to strategic position: internal organization and external target audience (Reddy and Campbell, 1993。 perceptions and insights about a special brand as well as the niche the brand occupies in their mind. Chew (2009) differentiated between strategic positioning, strategic position and positioning strategy since the term 39。s behavior affect the position in customers39。 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 ( 2002) 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 (2000) identified some characteristics for a successful brand which is effectively positioned. And De Chernatony and McDonald (2003) explored the two types of petitive brand advantage: costdriven and valueadded. Positioning is the differentiation of brand or product according to the target market39。 Olins, 1990). Gregory and Wiechmann (1997) pointed out that there were data that linked corporate branding with increased sales, increased market share, increased earnings, and increased stock price. They also presented the “corporate branding index” which is a systematic method of measuring the impact of corporate brand and trade advertising on corporate reputation and financial performance over a specific time period. Zyglidopoulos et al (2006) measured the financial 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 (2005), presented three pathway models for measuring brands: 1) customerbased brand matrices consisting of attitudinal data, hierarchy of effects and tracking studies。s financial performance (Zyglidopoulos et al 2006。 reliance Stakeholders are all the people (and organizations or groups) that have an interest in a pany, and that may in