Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=49096#.VJOb9cCAM4 Author(s) Cancan Lu Affiliation(s) Management School, Shanghai University of International Business and Economics, Shanghai, China . 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 Arch...
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