Article citationsMore>>

Dai, C. (2010) Single Brand Structure: The Choice of Enterprise Brand Structure under the Oriental Culture. Southeast Communication, 10, 9-11.

has been cited by the following article:

• 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.