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Analysis of Factors Influencing the Strategic Choice of Brand Architecture

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DOI: 10.4236/jss.2014.29005    5,716 Downloads   6,351 Views   Citations
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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.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

Lu, C. (2014) Analysis of Factors Influencing the Strategic Choice of Brand Architecture. Open Journal of Social Sciences, 2, 28-32. doi: 10.4236/jss.2014.29005.

References

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