| Author: | Lu, Tao Gao, Mei |
| Title: | The brand tactics of diversified business (original in Chinese) |
| Journal: | China Business and Market (c)
1999 : 2, p.22-24 |
| Index terms: | MARKETING STRATEGY PRODUCT IMAGE CORPORATE STRATEGY CHINA |
| Language: | chn |
| Abstract: | With the continuous improvement of China's market economy, many enterprises take the tactics of diversified business as an important way of their seeking growth. This paper raises three brand tactics for enterprises' selection. They are brand extension tactics, multi-brand tactics and sub-brand tactics. In addition, it explores the major factors which enterprises should consider when they choose brand tactics. |
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