TITLE:
Analysis of Factors Influencing the Strategic Choice of Brand Architecture
AUTHORS:
Cancan Lu
KEYWORDS:
Corporate Brand, Product Brand, Brand Architecture, Choose
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.2 No.9,
August
26,
2014
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.