不同联合方式下品牌联合匹配度实证分析——以“李宁”品牌为例-empirical analysis of brand alliance matching degree under different alliance modes - taking.docxVIP

ABSTRACTWith the continuous development of economy and continue to strengthen market competition, brand becomes the most important strategy in the companies. It can Improve their awareness and Improve the competitiveness, create more added value. As one of brand strategy, co-branding started in western countries in the 80s of last century. With the theory and practice development,co-branding is accepted in the global. But how tomake the co-branding effective and how to find the most appropriate partner?In this paper, from the perspective of new product, we select new products matching degree a