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【Abstract】The enterprise brand architecture is a dynamic change system， not fixed， the brand structure level and the number of brands will change.
【Key words】Brand architecture; Dynamic change; Enterprise brand
【作者簡介】张剑（1983- ），男，江西高安人，广州南洋理工职业学院经济管理学院教师，经济师，硕士研究生，主要从事市场营销专业课程的教学与研究工作。
【基金项目】本文是广州南洋理工职业学院校级科研项目《基于客户心理的企业品牌资产评估指标体系建立研究》的研究成果之一，项目号：NY-2017KYYB-19。
1. The choice of brand structure of a startup
In the early days of business， more often than not， companies owned trademarks without “brands”. Due to lack of business startup resources often unable to support many brands of open construction at the same time， so at this time the most sensible choice is to focus on the limited enterprise resources on a single brand of development and construction. However， the single brand structure adopted by the brand cultivation stage has two choices. One is the single brand way of the company’s corporate brand and product brand. The second is to register an independent brand building with a different brand name. Both of these approaches have their own advantages and disadvantages， and the key is to make appropriate choices according to the company’s own situation and the competitive environment of the market. Among them， the company brand refers to the brand which is used to identify the enterprise， help consumers to know the company， and establish a good association for the enterprise， which is made up of the name and trademark of the enterprise. Product brand is used to identify the specific certain or a few products， to help consumers to know the products of the company， and establish the good of this kind of product， the product’s name and trademark form .
2.Corporate development process brand architecture
When enterprises enter the high-speed growth stage， in order to better meet the individual needs of different types of consumers， and occupy different market segments， enterprises need to launch different positioning products and brands. There are three different directions for new products or brands of enterprises， as shown in the following figure （1） product and brand matrix.
Among them，
【Key words】Brand architecture; Dynamic change; Enterprise brand
【作者簡介】张剑（1983- ），男，江西高安人，广州南洋理工职业学院经济管理学院教师，经济师，硕士研究生，主要从事市场营销专业课程的教学与研究工作。
【基金项目】本文是广州南洋理工职业学院校级科研项目《基于客户心理的企业品牌资产评估指标体系建立研究》的研究成果之一，项目号：NY-2017KYYB-19。
1. The choice of brand structure of a startup
In the early days of business， more often than not， companies owned trademarks without “brands”. Due to lack of business startup resources often unable to support many brands of open construction at the same time， so at this time the most sensible choice is to focus on the limited enterprise resources on a single brand of development and construction. However， the single brand structure adopted by the brand cultivation stage has two choices. One is the single brand way of the company’s corporate brand and product brand. The second is to register an independent brand building with a different brand name. Both of these approaches have their own advantages and disadvantages， and the key is to make appropriate choices according to the company’s own situation and the competitive environment of the market. Among them， the company brand refers to the brand which is used to identify the enterprise， help consumers to know the company， and establish a good association for the enterprise， which is made up of the name and trademark of the enterprise. Product brand is used to identify the specific certain or a few products， to help consumers to know the products of the company， and establish the good of this kind of product， the product’s name and trademark form .
2.Corporate development process brand architecture
When enterprises enter the high-speed growth stage， in order to better meet the individual needs of different types of consumers， and occupy different market segments， enterprises need to launch different positioning products and brands. There are three different directions for new products or brands of enterprises， as shown in the following figure （1） product and brand matrix.
Among them，