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Analysis of Factors Influencing the Strategic Choice of Brand Architecture

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http://www.scirp.org/journal/PaperInformation.aspx?PaperID=49096#.VJOb9cCAM4

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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.
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.

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