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Articles
  • Analysis of Factors Influencing the Strategic Choice of Brand Architecture   [MASS 2014]
  • Author(s)
  • Lu Cancan
  • ABSTRACT
  • At the description of corporate brand and product brand, this paper introduce two kind of strategic choice of brand architecture which are giving priority to corporate brand and product brand. We called them corporate brand model and independent brand model. This paper also studies how the external environment, consumer and enterprises influence the choice.
  • KEYWORDS
  • Factors, Strategic Choice, Brand Architecture
  • References

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