品牌架构战略研究回顾与展望

Brand Architecture Strategy:Research Review and Prospects

公司的品牌系统管理问题受到越来越多的关注,学者们发展了品牌架构战略理论来对其进行研究。作为公司层面的品牌化理论,品牌架构战略理论针对和解释公司如何通过对品牌与产品的关系、各个品牌角色及其之间的关系进行系统管理来促进业务增长和提升公司绩效。品牌架构战略研究在研究单位、理论建构和研究方法上有别于产品层面的品牌化研究。本文基于对品牌架构战略研究文献的全面回顾,对品牌架构战略的含义、性质和意义,以及品牌架构战略与品牌组合的关系等基础性问题进行了辨析,对其多样的类型划分、测量方法的发展进行了梳理,对其演化驱动因素及其与公司经营活动、公司绩效的关系等主题的研究进展进行了分析,最后对研究趋势进行了总结,并识别和提出了未来值得重视的研究方向。

The brand research on product level is the main position of the origin and development of brand theory.In recent years,more and more attention has been paid to the issue of corporate brand system management.Scholars have developed the theory of brand architecture strategy to study it,which has become an important field of corporate level branding research.As a brand theory at the company level,it aims at and explains how a company promotes business growth and corporate performance by systematically managing the relationship between brands and products,the role of each brand and their relationships.In terms of research units,theoretical construction and research methods,it is also different from the brand research on product level.Most of the existing studies are conceptual analysis and case study,which explore the concept of brand architecture strategy,and the driving factors of the development and evolution of measurement methods.In recent years,empirical studies have emerged to analyze the relationship between corporate brand architecture strategy,business activities and corporate performance,which indicates the shifting of research from initial basic concepts and measurement methods to the core issues of corporate branding strategy and the causal relationship between them.In addition,the research scope of brand architecture strategy has expanded from manufacturing industry to the brand structure and strategy of service industry,agriculture,and public sectors.This paper reviews the literature on brand architecture strategy.On this basis,it analyzes the meaning,nature and significance of brand architecture strategy,as well as its relationship with brand portfolio and other basic issues,sorts out the types and concepts of its diversity,the development of measurement methods,and analyzes the research progress of its evolution driving factors and its relationship with corporate business activities and corporate performance.Finally,the research trends are summarized,and the future research directions are identified and proposed,including empirical research on the development of company level,deepening the research on the driving factors of brand architecture strategy evolution,carrying out systematic research on the relationship between brand architecture strategy and corporate performance,strengthening the research on the relationship between brand architecture strategy and companies’business activities,and providing theoretical contributions from the Chinese market and the Chinese enterprise research.