Implementation of the multi-brand strategy should pay attention to the problem.docVIP

 PAGE \* MERGEFORMAT 6 Implementation of the multi-brand strategy should pay attention to the problem Multi-brand strategy is a business also has two or more independent brand. Multi-brand strategy of enterprises will be many different brands into the market, to meet consumer demand for differentiated, thus maximizing the occupation of the market. Advantages and disadvantages of multi-brand strategy implementation, implementation should be aware of the following questions: First, the multi-brand strategy is out “rich man’s club” of the game, companies have deep financial resources was not to be easily taste test. As we all know, to build an influential brand into tens of millions a billion dollars, according to statistics, in the fierce market competition, market the new brand can survive four years only 30%, many brands have died half-way, so power is limited of enterprises and their attack on all fronts, diversion of resources, not as “concentration of forces to fight a battle of annihilation”, work together to create a competitive brand. In practice, very few small, growing businesses can use a larger multi-brand strategy success. When Hanson Trust acquired a large tobacco company, the company owns 75 brands of tobacco, Hanson first thing to do after the acquisition is cut off many brands, leaving only five of them. This was the company’s marketing plan people’s strong opposition, they assume that every face of a consumer brand group, which can not be reduced. opposition has not shaken the determination of Hanson’s management, they strictly enforce the brand reduction plan, the reduced sales of the brand has not reduced, but rise, the profit is doubled. Currently, many multinational companies have also implemented the brand of “downsizing” actions, such as General Motors car brand called big family, most had more than 30 brands, but because investment is too scattered, brand personality is not clear, effective and the results of market not ideal.