Analysis of Factors Influencing the Strategic Choice of Brand Architecture

Cancan Lu

Management School, Shanghai University of International Business and Economics, Shanghai, China.

DOI: 10.4236/jss.2014.29005                

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

Conflicts of Interest

The authors declare no conflicts of interest.

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