| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-15页 |
| 1 Introduction | 第15-21页 |
| 1.1 Research Background | 第15-19页 |
| 1.1.1 Urgent Need of Transformation due to Overcapacity | 第15-16页 |
| 1.1.2 Numerous Small and Medium-Sized Enterprises | 第16-18页 |
| 1.1.3 Brand Building of Domestic Garment Industry | 第18-19页 |
| 1.2 Research Objective | 第19-20页 |
| 1.3 Research Significance | 第20页 |
| 1.3.1 Practical Significance | 第20页 |
| 1.4 Research Framework Description | 第20-21页 |
| 2 Literature Review | 第21-35页 |
| 2.1 The Basic Concept of Brands | 第21-22页 |
| 2.2 Brand Theories and Their Development | 第22-24页 |
| 2.3 The Concept and Motivation of Brand Re-positioning | 第24-27页 |
| 2.3.1 The Concept of Brand Re-positioning | 第24-25页 |
| 2.3.2 The Motivation of Brand Re-positioning | 第25-26页 |
| 2.3.3 Steps of Brand Re-positioning | 第26-27页 |
| 2.4 The Status Quo of Researches on the Construction of China’s Clothing Brands | 第27-29页 |
| 2.5 Current Situation of Chinese Clothing Brands | 第29-35页 |
| 2.5.1 Review of Foreign Clothing Brand Market | 第29-30页 |
| 2.5.2 Current Market Situation of Chinese Clothing Brands | 第30-32页 |
| 2.5.3 Problems in Chinese Clothing Brand Building | 第32-33页 |
| 2.5.4 Positioning Defects of Chinese Clothing Brands | 第33-35页 |
| 3 Case Description | 第35-46页 |
| 3.1 Background Description of Brand C | 第35-39页 |
| 3.1.1 Background Description of H Group | 第35-37页 |
| 3.1.2 C Brand Parent Company & Description of C Company | 第37-39页 |
| 3.2 Positioning Description of Brand C | 第39-41页 |
| 3.2.1 C Brand Positioning | 第39-40页 |
| 3.2.2 Branding elements of C Brand Clothes | 第40-41页 |
| 3.2.3 Brand C Naming and its Meaning | 第41页 |
| 3.2.4 Visual Identity of Brand C | 第41页 |
| 3.3 Introduction to the Business Model of Brand C | 第41-44页 |
| 3.3.1 Take Taobao as an Early Sales Platform | 第41-44页 |
| 3.4 Operating Conditions of Brand C | 第44-46页 |
| 3.4.1 Continuous Loss on Online Sales | 第44-45页 |
| 3.4.2 Offline Sales Made a Success | 第45-46页 |
| 4 Positioning Problem Analysis of brand C | 第46-53页 |
| 4.1 Positioning Analysis Based CBBE Model | 第46-49页 |
| 4.1.1 Brand image, who are you? | 第46-47页 |
| 4.1.2 The meaning of brand, what its products used for? | 第47页 |
| 4.1.3 the reaction of consumers, what’s the impression and feelings of them? | 第47-48页 |
| 4.1.4 The links between brand and consumers: what’s the relationship between you andme? How much we tied to each other? | 第48-49页 |
| 4.2 Triangle analysis of positioning of brand C | 第49-51页 |
| 4.2.1 Capability of company C | 第49-50页 |
| 4.2.2 Brand C’ value to clients | 第50-51页 |
| 4.2.3 Core competitiveness of brand C | 第51页 |
| 4.3 Summary | 第51-53页 |
| 5 Re-positioning Strategy of Brand C | 第53-65页 |
| 5.1 The re-positioning of Brand C | 第53-55页 |
| 5.1.1 The analysis of the leading men’s wear brands | 第53-54页 |
| 5.1.2 Look for a Blue Ocean | 第54-55页 |
| 5.2 New Positioning and New Sales Channels | 第55-56页 |
| 5.3 Focus on Brand C’s Core Trend-setting to Build Brand Image | 第56-65页 |
| 5.3.1 Hit the popularity of brand C with the help of IN (fashion culture) | 第56-57页 |
| 5.3.2 Initiatively develop prospective business contacts | 第57-58页 |
| 5.3.3 To build the consumption experience of Brand C for targeted population | 第58-61页 |
| 5.3.4 Network Promotion of Brand C Targeted at Certain Groups and Areas | 第61-65页 |
| 6 Conclusions | 第65-67页 |
| 6.1 Research Conclusion | 第65页 |
| 6.2 Research Limitations | 第65-67页 |
| REFERENCES | 第67-69页 |
| APPENDIX | 第69页 |
