Open AccessAnalysis of Factors Influencing the Strategic Choice of Brand Architecture
Author(s) -
Cancan Lu
Publication year - 2014
Publication title -
open journal of social sciences
Language(s) - English
Resource type - Journals
eISSN - 2327-5960
pISSN - 2327-5952
DOI - 10.4236/jss.2014.29005
Subject(s) - corporate branding , business , brand management , product (mathematics) , brand equity , brand extension , marketing , brand awareness , advertising , architecture , mathematics , geometry , art , visual arts
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.
Accelerating Research
Robert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom
Address
John Eccles HouseRobert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom