Hisense Kelon Brand Integration his foot in let the shoulders of sound.docVIP

 PAGE \* MERGEFORMAT 7 Hisense Kelon Brand Integration his foot in let the shoulders of sound Hisense Kelon purchase be called ‘big fish eat small fish’ of the new model, and now the acquisition dust has settled. Is currently placed in front of Hisense Group chairman Zhou Houjian the biggest problem is, ‘how to Hisense, Kelon, Rong Sheng three brands’ out of line with Chinese characteristics, integrating the planning of scientific and efficient brand architecture to achieve synergy. (Note: The synergistic effect is the two companies after the merger is greater than the value of the value of individual enterprises and an economic phenomenon, it is generally anticipated mergers and acquisitions side, M amp;amp; A side such purchases are often willing to pay a premium.) A company with multiple brands as a brand family, brand architecture refers to the brand family in the corporate brand and product brands, the relationship between the various product brands combined. For that it has acquired the Hisense Kelon, it now has the two listed companies, that is, Hisense Group currently has two corporate brands, namely ‘Hisense’ and ‘Kelong’. And it has three product brands ‘Hisense’, ‘Kelong’, ‘capacity’ to. In various product brands also includes many of the following sub-brands, such as ‘Hisense Ding-class energy-efficient refrigerator’, ‘fresh Feng Rong Sheng -7 degrees’ and so on. Integrated into a comprehensive enterprise brand advantage On how to structure the brand issue, said Rongsheng Hisense in Kelon was set up the reform and opening up a high-profile national brand, therefore, cherish, promote and strengthen brand Hisense Kelon’s responsibility. Let us look at three brands of the original position. ‘Kelong’ as a refrigerator brand, its brand positioning in the vanguard of technological innovation, high-quality premium brand in its core consumer group is relatively high income (monthly salary of 3,000 yuan or above), a higher level of education of 25-year-