A Thought on the Integrated Development of Regional Brands

Yanping HUANG

Abstract


Today, places across China all try to establish regional brands, but most of the brands still focus on specific enterprise brands or local product brands. Many well-known regional brands have been developed with the help of the regional industry promotion policies. But whether the founding of regional brands is a purpose or a mean? This article will make a study based on the “regional values” of regional brands, and explore the necessity of integrated development of regional brands from three aspects: nature of the concept of regional brand, differences between enterprise brand and regional brand, and formation methods of regional brand.


Keywords


Regional brand; Enterprise brand; Brand umbrella; Integration

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References


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DOI: http://dx.doi.org/10.3968/%25x

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