How to dual-brand strategy into the nirvana.docVIP

 PAGE \* MERGEFORMAT 7 How to dual-brand strategy into the nirvana As the liquor market competition intensifies, dual-brand or multi-brand strategy has become the competitive weapon Liquor and applied in the market and created a decent performance. Such as the strong growth in 2002 the ‘Golden Jiannan’, ‘silver Jiannan’. ‘Jin Jian-Nan’ to ultra-high-end brand positioning to build brand image, ‘Yin Jian-Nan’ to mid-range positioning rampant in drains, food terminals in the regional markets to promote a comprehensive and blossom, as a regional market, strong brand. Brand competition intensifies forcing enterprises are constantly looking for brand strategy from the perspective of solution. However, the dual-brand or multi-brand strategy, business decision-makers plan is a very troublesome problem. Single-brand strategy, scheduling and integration of resources undoubtedly is very good, but the single brand is also facing competitive pressure can not be ignored - while the dual-brand or multi-brand strategy, mainly from the different brand positioning to ease the competitive the pressure, opening up a new market space. However, the dual-brand or multi-brand strategy to the lack of brand management, lack of marketing, technology, enterprises are blindly poison, not only can not effectively expand the market space, expand the brand possession, but the main impact of the brand’s image, undermine the main brandsPower . From the dual-brand or multi-brand strategy characteristics analysis, to get a dual-brand or multi-brand strategy into nirvana, we must resolve the following issues: One is how to look at ‘high’, ‘low’ brand co-existence issues. The length of a dual-brand strategy is a combination of lightning warfare and protracted war and use strategies. Low-priced brands at a low price quickly invaded the market, is a lightning war, such as the Tonghua wine company, after the successful launch of the high-end wines, but also introduced a ‘semi-sweet Di Dangjiu’, in