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6970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。
品牌架构战略研究回顾与展望
摘要
参考文献
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引用本文
蒋廉雄, 朱辉煌, 何云, 等. 品牌架构战略研究回顾与展望[J]. 外国经济与管理, 2020, 42(10): 49-61.
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