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A Economic Analysis of Internal Mechanism of Multi-brand Strategy

In: Liss 2013

Author

Listed:
  • Jing Dong

    (Beijing Jiaotong University)

  • Xiao Wan

    (Beijing Jiaotong University)

Abstract

Through the theory of economics and brand economics and the introduction of category similarity coefficient, this paper proposes the solution to solve restrictions of market demand for single-brand manufacturers growing through multi-brand strategy, and demonstrates conditions of manufacturers implementing multi-brand strategy. Finally, it constructs two-dimensional model of multi-brand strategy implementing by the degree of category similarity and indicator of brand strategy, and proposes the condition and corresponding measures of manufacturers implementing single-brand and multi-brand strategy.

Suggested Citation

  • Jing Dong & Xiao Wan, 2015. "A Economic Analysis of Internal Mechanism of Multi-brand Strategy," Springer Books, in: Runtong Zhang & Zhenji Zhang & Kecheng Liu & Juliang Zhang (ed.), Liss 2013, pages 553-558, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40660-7_81
    DOI: 10.1007/978-3-642-40660-7_81
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