On the corporate re-brand marketing strategy.docVIP

 PAGE \* MERGEFORMAT 14 On the corporate re-brand marketing strategy Abstract: The brand is the most important intangible assets, corporate competition is the brand competition. Traditional unified brand strategy and multi-brand strategy have advantages and disadvantages, have been unable to meet today’s market environment, it is necessary to carry out brand strategy innovation, and to find a best of both worlds strategy. Undone brand strategy is a way out of this dilemma the best choice. Keywords: unified multi-brand competition, brand re-brand Brand is the company’s most important intangible asset, the enterprise’s competition is the brand competition. The traditional brand strategy can not adapt to today’s market environment, more and more enterprises are now using this marketing tool for re-brands to participate in market competition. Complex Where is the charm of brand strategy, we would also like to talk about from the traditional brand strategy. Traditional Brand Strategy In the past, competition in the market, companies are usually nothing more than adopt a unified brand strategy brand strategy and multi-brand strategy of two categories. A unified brand strategy A unified brand strategy refers to the production of a number of products are to use the same brand. Such as Nestle produced more than 3000 kinds of products (including food, beverages, pharmaceuticals, cosmetics, etc.) are labeled Nestle brand. Mitsubishi, Sony and Philips and other world famous companies are also equipped with a unified brand strategy. The use of a unified corporate brand strategy is mainly because: Is conducive to new product market development. The general adoption of a unified corporate brand strategy is to the success of the original brand after the success of the brand to the extension of production of new products. This would enable new product naturally has the original brand awareness and reputation are conducive to the success of new products into the market.