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Published in:
2012 | OriginalPaper | Chapter
Application Study of Brand Niche Theory in B2C Brands Overlap and Breadth Measurement
Authors : Xiuting Li, Geng Peng, Hong Zhao, Fan Liu
Published in: Recent Progress in Data Engineering and Internet Technology
Publisher: Springer Berlin Heidelberg
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This paper uses theories in ecology for resource competition to study the brand competition in business. It provides a quantitative method to measure brand breadth and brand overlap and examines their relationships with brand competition. Four Chinese online bookstores are used as examples to illustrate the utility of the proposed method in evaluating their degree of competition. This study can help companies identify main competitors in the industry and the main aspects that they are competing in.