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Design of Evaluation Index System of Brand Space Expansion Capacity Based on the Brand DNA

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Author(s): Bo ZHANG | Huili YAO

Journal: International Business and Management
ISSN 1923-841X

Volume: 3;
Issue: 1;
Start page: 209;
Date: 2011;
Original page

Keywords: Brand DNA | Brand space expansion | Evaluation index system

ABSTRACT
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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