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- W2392651343 abstract "Brand building and management has become a focus in the development and growing up of Chinese companies.Coping with the fierce market competition has brought various brand strategies.As an important part of brand system,umbrella brand strategy has been playing an increasingly important role in many areas.It is suitable for large enterprises and also can promote the development of small and medium-sized enterprises.However,umbrella brand do not attract much attention it deserves in China.The author summarizes related theories from the view of individual enterprise private umbrella brand and public resources umbrella brand.Based on the existing literatures,the author analyzes the connotation and classification,formation mechanism and path and the main themes of umbrella brand,and probes into the direction and key point of further research." @default.
- W2392651343 created "2016-06-24" @default.
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- W2392651343 date "2011-01-01" @default.
- W2392651343 modified "2023-09-23" @default.
- W2392651343 title "The Formation Path and Research Topics of Umbrella Brand" @default.
- W2392651343 hasPublicationYear "2011" @default.
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