Research On The Factors In Mixed Brand Strategy Influence On Consumer Evaluation Of The Product

The company needs to constantly introduce market-orientated new product for its own development. And the use of brand strategy is one of the key factors for the successful introduction. Due to fierce market competition and the limitation of company's resources, more and more companies have adopted mixed brand strategy to introduce new product in recent years. That is, the company use corporate brand to endorse new product's individual brand. Effectively using mixed brand strategy requires company to correctly understand related factors and their effect in the strategy influence on consumer evaluation of the product.The research takes the mixed brand strategy as the main object, from the perspective of consumers, to study how the mixed brand strategy have influence on consumer's evaluation and preference of the product. The thesis has six chapters. The first chapter describes research background and significance, research thinking and the arrangement of the thesis. The second chapter reviews brand strategy's meaning and function; researches regarding...