TCL Leroy class multi-brand architecture is foolish to brand portfolio.docVIP

 PAGE \* MERGEFORMAT 5 ‘TCL Leroy’ class multi-brand architecture is foolish to brand portfolio With the arrival of the second round of mergers and acquisitions, home appliance industry faces an enterprise with multiple brands of the phenomenon, such as TCL and Leroy combination of Greencool series of the Department of brands, these companies also will throw themselves to go direction of development of multi-brand strategy, local multi-brand home appliances enterprises currently the road is good or bad then? Multi-brand development strategy is not good or bad, only can the next time we have to do more business cards simultaneously, depending on business is not based on the conditions and industry conditions to do their own trade-offs. The author believes that the current mergers and acquisitions over a number of enterprises to the brand as their own to develop the brand is inappropriate and may even be harmful. The modern sense, the brand is not a simple business firm or a company logo, more importantly, is a symbol of corporate strategy, while in the real market, it is also a tool for market segments, a clear brand positioning to face reality a group of brand positioning with each other in line with this crowd. Brand is the competitive strategy and business coordinated. In layman’s terms the strategic direction of development of the enterprise, that is an enterprise in the industry to determine its own unique direction, in order to make sure that the enterprise has sufficient room for development and vice versa, if there is no strategy, no difference in the enterprise, all the commercial behavior is the same as most other companies, similar to the homogenization of the enterprise is not very promising. We look back over what we have been merged brand approach, household electrical appliance enterprises during the first wave of mergers and acquisitions over the brand basically do not stop, but now are some of the basic merger over larger brands, the mergin