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Articles
  • OpenAccess
  • Analysis of Factors Influencing the Strategic Choice of Brand Architecture  [MASS 2014]
  • DOI: 10.4236/jss.2014.29005   PP.28 - 32
  • Author(s)
  • Cancan Lu
  • ABSTRACT
  • At the description of corporate brand and product brand, this paper introduces two kinds 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
  • Corporate Brand, Product Brand, Brand Architecture, Choose
  • References
  • [1]
    Aaker, D.A. (2013) Building Strong Brands. China Machine Press, Beijing.
    [2]
    Kevin Lane, K. (2009) Strategic Brand Management. 3rd Edition, China Renmin University Press, Beijing.
    [3]
    Chen, W.L. (2008) The Meaning, Characteristics and Significance of Corporate Brand. Science and technology innovation, 1, 54-56.
    [4]
    Dai, C. (2010) Single Brand Structure: The Choice of Enterprise Brand Structure under the Oriental Culture. Southeast Communication, 10, 9-11.
    [5]
    Huang, S.B. and Lu, T.H. (2000) Strategic Brand Architecture Choice: The Corporate Brand and Independent Brand. Marketing Management, 107, 22-24.
    [6]
    Wu, S.L., Lu, T.H. and Jiang, L.X. (2009) Review on the Research of Corporate Brand. Foreign Economic and Management, 31, 30-37.
    [7]
    Xiong, K. (2004) The Strategy and Tactic Selection of Brand Architecture. The Commercial Era, 18, 18-19.
    [8]
    Xing, H.J. and Wang, B. (2012) The Analysis of Product Brand and Corporate Brand. Research of Economic Management, 6, 119-120.
    [9]
    Wang, D. (2007) The Principle and Application of Brand Architecture. Business Research, 499, 45.

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