品牌授权的经济分析——基于米老鼠的授权案例分析

Economic Analysis of Brand Licensing——Based on the Case of Micky Mouse

迪斯尼公司将一个人人喊打的老鼠,变成了一个广受欢迎的米老鼠品牌,并通过品牌授权,使众多厂商成功赢得市场。通过案例分析,文章将企业品牌授权划分为四个阶段,即假冒伪劣产品的"老鼠"阶段、符合产品质量法的"小白鼠"阶段、视觉夸张设计的"米老鼠"阶段和快乐故事的"米老鼠"阶段;同时创新性的提出品牌粘合指数,并通过品牌授权的粘合机制分析,证明只有当品牌建设达到第四个阶段并且粘合指数等于1时,品牌授权才能获得市场成功。

Disney has changed the disgusting mouse into a lovely Mickey Mouse; and then numerous firms have succeeded because of brand licensing of Disney. After analyzing this case, this paper divides brand licensing into four stages ： the first stage is ＂mouse＂, which means the firms producing fake commodities; the second stage is ＂white mouse＂, which means the commodities meet the Product Quality Law; the third stage is Mickey Mouse with exaggerated vision design; the fours stage is Mickey Mouse with happy stories. This paper has proved that only when the firm achieves to the last stage and the bondability index is 1, the brand licensing could succeed.