A Economic Analysis of Internal Mechanism of Multi-brand Strategy

Jing Dong () and Xiao Wan ()
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Jing Dong: Beijing Jiaotong University
Xiao Wan: Beijing Jiaotong University

A chapter in LISS 2013, 2015, pp 553-558 from Springer

Abstract: 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.

Keywords: Multi-brand strategy; Category similarity coefficient; Choice cost (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40660-7_81

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DOI: 10.1007/978-3-642-40660-7_81

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