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Design of Evaluation Index System of Brand Space Expansion Capacity Based on the Brand DNA
International Business and Management
View Archive Info| Field | Value | |
| Title |
Design of Evaluation Index System of Brand Space Expansion Capacity Based on the Brand DNA
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| Creator |
ZHANG, Bo
YAO, Huili |
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| Subject |
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Brand DNA; Brand space expansion; Evaluation index system — |
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| Description |
The combination of ecology and brand management promotes the development of brand ecological management effectively. This study, from the perspective of biology DNA, analogy describes Brand DNA and builds the model of Brand DNA elements. Then, establish evaluation index of the brand space expansion capacity systematically from brand foundation developing capacity, brand operation management capacity, brand market control capacity, brand sustainable developing capacity and brand relationship management capacity, etc. It is aimed at providing decision-making basis for enterprise to execute brand space expansion strategy scientificly.Key words: Brand DNA; Brand space expansion; Evaluation index system
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| Publisher |
Canadian Research & Development Center of Sciences and Cultures
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| Contributor |
—
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| Date |
2011-08-31
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article — |
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| Format |
application/pdf
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| Identifier |
http://www.cscanada.net/index.php/ibm/article/view/j.ibm.1923842820110301.075
10.3968/j.ibm.1923842820110301.075 |
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| Source |
International Business and Management; Vol 3, No 1 (2011): International Business and Management; 209-213
1923-8428 1923-841X |
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| Language |
eng
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| Relation |
http://www.cscanada.net/index.php/ibm/article/view/j.ibm.1923842820110301.075/1835
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