Research On Strategy Selection Of Brand Intergration On Consumer Evaluation

Brand integration is coming. Brand integration is a mean of brand resource optimization; its core task is building a strong flagship brand and establishes a good relationship between the flagship brand and common brands. Right now, only a little research focus on brand integration, which has a great gap against its prevalence in practice. This research is focus on brand integration strategy, which aim at building a integrated theory system in brand integration though a detail analysis on inducement, objective and mechanism of brand integration.This research aims at analyzing brand integration strategy based on consumer perceives. First of all, the literatures on the brand integration were summarized. Then, the influential factors influencing will be selected though the analysis of brand integration mechanism. After that, a set of tests was designed to attain the datum for the empirical research. Finally, the conclusion came after Multi-Variance analysis.In chapter one, the significance of the research will be expatiated, and the overall evaluation model and the frame of the research will be introduced briefly. In chapter two, the related literatures will be summarized. In chapter three, the analysis was divided into three parts under the literatures summarization: the conception of brand integration, flagship brand selection and brand integration strategy selection. In chapter four, four factors influencing brand integration were summed up under the literatures summarization and the analysis of brand integration mechanism. In chapter five, the empirical research was designed and put into practice according to the conclusion of influencing factors. In chapter six, datum analysis was carried. In chapter seventh, the conclusion came out after the analysis and some suggestions and future direction of research were offered according to the whole essay.