Abstract From the perspective of brand economics,this paper analyzes the mechanism of the brand license to the licensor by building a model of licensor’s brand credit function and introducing the brand fit coefficient and reverse coefficient. It is found that the brand license will not succeed unless the fit coefficient is much high,the brand credit of the licensor reach a certain level and the quantity of the licensor should controlled in a certain range.
YUAN Wen-Hua,SUN Yue-Yao. An Analysis on the Mechanism of the Brand License——Based on the Study of the Licensor’s Brand Credit Degree. Economic Survey, 2013, 1(3): 091.
2013, Vol. 1 
