The study on the brand earnings' features of growth corporate brand: Based on an empirical analysis in apparel industry

摘要

Nowadays, corporate brands were facing the problems of short life cycle, slowdown in incomes growth. The research of the growth corporate brand's main features and development restriction could help to cultivate and promote the growth and sustainable development of corporate brand, and to prolong the life of apparel corporate brand. Growth corporate brand has been made out by using life cycle model through the analysis of the financial data belonged to 61 apparel corporate brands. According to the analysis of the empirical results, the variation features of the growth brand's brand earnings have been obtained, which had some reference value for the growth and development of corporate brand.