| ACKNOWLEDGEMENT | 第4-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-17页 |
| Chapter One Introduction | 第17-19页 |
| 1.1 Research Background | 第17页 |
| 1.2 Research Purpose and Significance | 第17-18页 |
| 1.3 Research Methods | 第18-19页 |
| Chapter Two Literature Review | 第19-33页 |
| 2.1 Brand Strategy | 第19-21页 |
| 2.1.1 Definition | 第19-20页 |
| 2.1.2 Main Content | 第20-21页 |
| 2.2 Brand Positioning | 第21-28页 |
| 2.2.1 Definition | 第21-22页 |
| 2.2.2 Evolution of Brand Positioning Theory | 第22-24页 |
| 2.2.3 Research on Levels and Methodologies of Brand Positioning | 第24-28页 |
| 2.3 Brand Architecture | 第28-30页 |
| 2.3.1 Definition of Brand Architecture | 第28页 |
| 2.3.2 Types of Brand Architecture | 第28-30页 |
| 2.4 Strategic Business Unit | 第30-33页 |
| 2.4.1 Definition | 第30页 |
| 2.4.2 Methods | 第30-33页 |
| Chapter Three Case Description | 第33-38页 |
| 3.1 Profile of Company A | 第33-34页 |
| 3.2 Current Situation of Brand of Company A | 第34-36页 |
| 3.3 Main Problems Company A Facing | 第36-38页 |
| Chapter Four Case Analysis | 第38-70页 |
| 4.1 Analysis of Demand of Company A’ Target Market | 第38-45页 |
| 4.1.1 Analysis of Demand of FMCG Industry’ Target Market | 第38-40页 |
| 4.1.2 Analysis of Demand of Hair Care Products’ Target Market | 第40-42页 |
| 4.1.3 Analysis of Demand of Mask’s Target Market | 第42-45页 |
| 4.2 Analysis of Company A’s Competitors | 第45-48页 |
| 4.2.1 Analysis of Company A’s Competitors in Hair Care Products | 第46-47页 |
| 4.2.2 Analysis of Company A’s Competitors in Mask Products | 第47-48页 |
| 4.3 Brand Positioning Analysis of Company A | 第48-61页 |
| 4.3.1 Brand Positioning Analysis of Shampoo A | 第48-50页 |
| 4.3.2 Brand Positioning Analysis of Shampoo B | 第50-52页 |
| 4.3.3 Brand Positioning Analysis of Shampoo C | 第52-54页 |
| 4.3.4 Brand Positioning Analysis of Mask A | 第54-57页 |
| 4.3.5 Brand Positioning Analysis of Mask B | 第57-59页 |
| 4.3.6 Brand Positioning Analysis of Mask C | 第59-61页 |
| 4.4 Relationship and Role of Each Brand in Brand Architecture | 第61-64页 |
| 4.4.1 Relationship of Brand Positioning of Each Brand | 第61-62页 |
| 4.4.2 Role of Each Brand in the Brand Architecture | 第62-64页 |
| 4.5 Optimization Program of Company A’s Brand Architecture | 第64-67页 |
| 4.6 Management Model of Company A’s Brand Architecture Optimization Program | 第67-70页 |
| Chapter Five Conclusion and Implications | 第70-73页 |
| 5.1 Major Findings | 第70页 |
| 5.2 Optimization Program in Practical Work | 第70-72页 |
| 5.3 Limitations | 第72-73页 |
| Reference | 第73-75页 |
