Brand Architecture- slight situation as a whole.docVIP

 PAGE \* MERGEFORMAT 6 Brand Architecture: slight situation as a whole Nestle has introduced the floating blue mineral water, but found floating blue invested heavily in new brand, but there has not been significant, in 2001 Nestle decisive cut of Gone with the Wind blue, still used as a mineral water brand Nestle, resulting in not done a very Great advertising into the case, the product quickly occupy the market. Had Nestle failure to make timely and decisive measures are still used as a floating blue mineral water brand, then the cost into the millions if not billions Would not flow away in vain. Can be seen combing the relationship between good corporate brand, the brand to establish a scientific framework, is a matter of enterprise development and fate of the event. Brand visibility and reputation to resolve the problem, and brand architecture from a strategic perspective to resolve how to integrate internal resources to handle the relationship between the brand and ensure a unified, coordinated, clear brand image, so that the problem of maximizing brand value . In the enterprise development process, with the product range increases, mergers and acquisitions, capital expansion, etc. The emergence of corporate brand architecture will inevitably encounter the problem, in general, brand architecture to address the following issues: 1. Enterprises are the adoption of a single brand strategy, or a multi-brand strategy, brand strategy, and so secured; 2. Corporate brand and how to deal with the relationship between product brands, is to use ‘Buick - General’ mode, or like the LVMH Group, as simply do not want consumers to know that Christian Dior, Louis. Vuitton, Givenchy, Clinique, Guerlain and other world famous brands LVMH’s door are the same brothers and sisters; 3. Enterprise to develop new products with new brand, still using the old brand to an extension, or use sub-brands to show the new product personality; 4. The new brand, sub-brands that the n