Pentium vs. Roewe - Analysis of FAW SAICs own brand different routes.doc

 PAGE \* MERGEFORMAT 3 Pentium vs. Roewe - Analysis of FAW SAIC’s own brand different routes In a noisy sound, the Chinese auto giants their own branding, and finally begins its journey. FAW launched a ‘Pentium’, SAIC launched the ‘Roewe’. Giants to join, to change the own-brand cars in China has been weak and the status quo - Prior to this, has been the introduction of its own brand Chery, Geely these small businesses. In view of FAW, SAIC’s strength - particularly its influence on specific policies, such as FAW Zhu Yanfeng I get is the head of the CPC Central Committee alternate member - people have been launching their own brands on the two giants have high hopes. The expectations, the objective is also to the two auto giants launch own-brand brings a certain amount of pressure, therefore, see that two giant launched its own brands, but also have done well prepared. In which the process will not repeat them. I am here only to two auto giants launch its own brand when the brand-building strategy for a little discussion. In brand building, there is a very important theoretical system, called the brand relationship spectrum. The theoretical system of multi-brand strategy for those of group companies is particularly important, as it will help enterprises sort out its brand of science, thus avoiding the main brand and sub brands, sub brands and overlap between the sub-brand, extrusion, etc. Mistakes such as brand building, marketing expenses will be applied to the best value for money. I am brand relationship collate and analyze spectra were summed up in four kinds of brand relationship types: 1, a single brand. 2, sub-brands. Third, the right care brand. 4, independent multi-brand. Due to space limitations, it will not talk, and a full launch is a half-day training course has. Next, I will use the Pentium and the Roewe As an example, a simple analysis. As I said this the subject of Bo-wen, Pentium, and Roewe, using two different brand relationship spec