Multi-Brand Strategy Product Positioning.doc

 PAGE \* MERGEFORMAT 10 Multi-Brand Strategy Product Positioning Positioning means sacrifice, which means forge ahead, while the company also hoped that the expansion of doing everything. Enterprises in the completion of the expansion of capital accumulation has begun the process, insist on a unified brand strategy, so that all development of new products are applied to the original brand, will be faced with the dilemma: if the brand extension, despite the extremely careful and take precautionary measures, but may also dilute the brand image occur, each product has been the lack of individuality opponent is picking off individual risks; give up certain areas of the brand extension, it means to give up part of the market. To solve this problem, a feasible way is to take Multi-Brand Strategy Product Positioning. Multi-brand strategy is to give every kind of labeling their products as a brand name, or a branded one for each category of product brand name. Such as Procter amp;amp; Gamble’s shampoo with Head amp;amp; Shoulders, Rejoice, Pantene, Sassoon 4 brand, General Motors has Cadillac, Buick, Chevrolet, Pontiac and other brands, Guangdong Kelon’s tolerance sound , Kelon, Warburg brand and so on. Today, life colorful, consumer demand becoming more diverse, differentiated, personalized, from the era of mass consumption into the audience times, it is the use of multi-brand has provided a broad stage. Today’s world, suitable for all products are non-existent, the modern market colorful, almost could not find a unique irreplaceable commodity. Therefore, the company has only to conduct accurate positioning the brand to find a small enough market space to concentrate forces to develop leading edge, will it be possible presence of consumer mental space, a market area in the small compartment accounted for the largest market share, while the expansion of businesses doing everything they want. As a result, multi-brand strategy has become the best choice for corporate