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On Sub-brand Strategy and Its Retreat Tactics-- A Case Study of Company A
Brand Management,Sub-brand,Retreat Mechanism,
|Publication Year :||2010|
In the commercial community nowadays, people are paying greater attention to brands. Nonetheless, brand operation and management is never an easy task. It may take several decades to cultivate a brand and just one day to destroy its value if the owner fails to cope with the brand crisis. Therefore, the corporations should carefully evaluate the influences of their business activities on the brands when they develop and enlarge their business.
“Sub-Brand” is one of the most popular strategies adopted by corporations whenever they are after growth. It’s a kind of brand extension or brand stretching in a broad sense, and also a risk-hedging method because it posts the corporations in a best strategy position for both charge and defense. The company in this case study－Inventec Besta－use several “sub-brands” as their corporate growth strategies to expand their product line in the field of consumer electronics products.
This case study focus on the branding practice of “All Pass”, a sub-brand of electronic dictionary, and “Profit King” (獲利王), of stock machine (股票機), which belong to the case study company as the subject of the research of “sub-brand” advance strategy and retreat mechanism. The conclusions of the study also include: first, retreat mechanism is as importance as advance strategy, and defeat is not necessarily the only reason to retreat; and second, it is possible for the leading company to beat the new comers’ “low-end disruptions”, and keeping its leading position and profit capability.
|Appears in Collections:||資訊管理組|
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