Corporate brand strategy 4- From the popular to the mainstream of the six major driving force.docVIP

 PAGE \* MERGEFORMAT 12 Corporate brand strategy 4: From the popular to the mainstream of the six major driving force With the changes in the external environment and the complexity of the organization growing, more and more companies realize the importance of brand, as well as the difficulty of creating brand equity through the acquisition of self-built or a new brand as a brand strategy is based on the a road full of risks, so more inclined to make full use of existing brand resources, and concentrate our resources on the most valuable brand on the growth potential. Based on this idea, many companies are beginning to recognize the company’s brand for the entire company to bring added value and strategic effectiveness, not only the company’s brand can make the structure of brand equity is more balanced, allowing greater flexibility in the use of brand strategy, If like ‘social responsibility’, ‘credibility’ of the value of such a role to play on by the company’s brand is far more than by the product brand should be fit to play a much more easily; and the company’s brand can make brand portfolio and product brands effectively enhanced the company’s brand portfolio can improve the brand and the value of a sense of synergy, such as the WPP Group, stressed that through the formation of cross-functional teams for key clients to provide a high standard of services (such as the HSBC set up a Team HSBC), the use of company’s home brand rather than its sub-brands (such as Ogilvy amp;amp; Mather and JWT) highlights the way to provide customers with a full range of marketing From EMKT. communication services capabilities and advantages, the company’s brand can also help to improve the original weak brands (which those with a variety of product brands in fast moving consumer goods company is extremely concerned), which is Procter amp;amp; Gamble and Unilever continue to strengthen the company’s brand of motivation, and they want the company’s brand by showing some of the