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| Research on Brand Strategy Selection Mechanism Based on the Reconfiguration Perspective of Customer Assets and Innovation Assets |
| ZHANG Na，FENG Yongchun，XU Hui |
| 1. Nankai University, Tianjin, China; 2. Collaborative Innovation Center for China Economy, Tianjin, China; 3.Tianjin University of Finance and Economic, Tianjin, China |
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Abstract Brand strategy is important to improve enterprise brand value, and research has been carried out by existing scholars from several aspects of brand strategy. However, the existing research has failed to analyze the mechanism of brand strategic selection systematically. Therefore, in order to find the selection mechanism of brand strategy, brand strategy selection process of the four enterprises was analyzed based on the across-case study and the logic chain of brand strategy selection which was defined as “internal and external environment-resource reconfiguration behavior-brand strategy performance”. The research found that different brand strategy was formed by reconfigured different width or depth of customer assets and innovation assets in different external pressure environment and internal resources environment. Meanwhile, different market characteristics and technology characteristics of the brand strategy was discussed, and the difference between the four aspects that customer relationship, the target market, innovation and product mix was analyzed accordingly.
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Received: 26 October 2016
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2017, Vol. 14 
