Navigation with a Borrowed Boat—A Case Analysis for Brand Strategy

摘要：

This case describes the development process of Chengdu RedBull Co.,LTD which borrowed the famous beverage brand—RedBull as its company brand to achieve a rapid development at its early stage. However, the borrowed brand became a hamper to the companys further extension as customers always associate it with the RedBull beverage.

作者: XIE Jingya XIE Xiaoyu ZHANG Liming

作者单位: Business School, Sichuan University, Chengdu, P.R.China, 610041

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 987-991

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）