品牌授权的机制分析——基于授权方的品牌信用度研究

发布时间：2018-05-23 09:03

本文选题：品牌授权 + 授权方　；参考：《经济经纬》2013年03期

【摘要】：笔者在品牌经济学的框架下,从授权方的角度出发,分析了品牌授权的作用机制。授权方在转让品牌使用权后,会面临一系列风险,主要体现为品牌信用度的变化。通过将品类粘合度和反向影响度引入授权方的品牌授权信用函数,笔者分析了品牌授权获得成功的条件。研究表明,只有当授权双方的品类粘合度较高、被授权方自身的品牌信用度达到一定水平并且授权数量一定控制在企业能够掌握的范围之内时,品牌授权才能获得成功。
[Abstract]:In the framework of brand economics, the author analyzes the mechanism of brand licensing from the perspective of the licensor. After transferring the right to use the brand, the licensor will face a series of risks, mainly reflected in the change of brand credit. By introducing the category adhesion degree and reverse impact degree into the licensing credit function of the authorized party, the author analyzes the conditions for the success of the brand authorization. The research shows that the brand authorization can be successful only when the category adhesion of the authorized parties is high, the authorized party's own brand credit degree reaches a certain level and the authorized quantity is controlled within the scope of the enterprise's grasp.
【作者单位】：山东大学经济学院;
【分类号】：F273.2

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