Abstract

Aiming at the importance of sports nutrition food and necessity of its brand development and using the concept of brand DNA, the double helix model of brand competitiveness is established. Using the potato as the study object, we make an analysis for the comprehensive competitiveness of potato brand after the sample extraction, giving the weight for the criteria layer index and the program layer index, etc. The results show that the method adopted in this study has a great feasibility and operability and it has a great directive significance for potato enterprise to grasp the key factors in the market.

Keywords:

Brand DNA, comprehensive competitiveness, double helix model, sports nutrition food,

References

1. Carol, C. and T. Suzanne, 2010. Brand DNA Universe, Inc., pp: 36-124.
   
2. Duncan, T. and S. Moriarty, 1999. Driving Brand Value. McGraw-Hill, New York.
   
3. Kotler, P., D.C. Jain and S. Maesincee, 2002. Marketing Move: A New Approach to Profits, Growth and Renewal. Harvard Business School Publishing Corporation. Boston, Mass.
   PMCid:PMC378567    
4. Shi, P. et al., 2008. DNA analysis of Brand competitiveness model. 11(1): 23-27.
   
5. Teece, D., G. Pisano and A. Shuen, 1997. Dynamic capability and strategic management. Strategic Manage. J., 18(7): 509-533.
   CrossRef    
6. Yu, P.C., 2000. The theory of brand life cycle. Bus. Econ. Manage., 2(9): 19-21.
   

Competing interests

The authors have no competing interests.

Open Access Policy

This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

Copyright

The authors have no competing interests.