Brand Based On Self-enforcing Contractual Research

The development of brand is imbalanced. In this paper, the brand is classified into the "quasi-club" commodity according to the general economics theory and has its special internal nature and external governance structure that is "network governance based on club paradigm". At the same time, brand itself is one of contract arrangements to collaborate complicated transaction relations. In the modern transaction relations, the status transition of the transaction members, especially customers, has taken place greatly. We have no alternatives but to fix eyes on the contract attributes of the brand.The self-enforcing attribute of public contract has great impact on the power structure of the transaction members, especially on the control power, and vice versa. So the brand contract gives rise to the different capital attributes and specialization so as to strengthen its status, which is embodied in the relation matching structure and behavior tactics. .