Selection and application of brand strategy.docVIP

 PAGE \* MERGEFORMAT 13 Selection and application of brand strategy Product Brand Strategy Product Line Brand Strategy Umbrella brand strategy Brand Strategy Notes Co-branding strategy of the brand is usually caused by symbols, text, graphics, etc. constitute a sign of identification products. The brand not only has the role of different products, but also has to transmit information to consumers and provide value to the effectiveness of the marketing process in the enterprise and thus occupies a pivotal position. However, the role of play is dependent on the brand enterprises to adopt the brand strategy. Are familiar with the characteristics of a variety of brand strategy, flexible to use them, will play a multiplier effect, in the fierce market competition in a favorable position. Product Brand Strategy (Product-Brand Strategy). That is a product a brand. A brand is only applicable to a product, a market orientation, help to maximize the formation of brand differentiation and personalization. Implement this strategy, companies often have a similar product portfolio, brand portfolio, corporate brand as the unit, to carry out marketing activities. The world-famous Japanese chemical manufacturing enterprises employed by P amp;amp; G is this business philosophy. In the company’s detergent business unit has Arie1, Tide, Dash and other brands in its soap products, there are brands such as Camay Safe-8uard. The company has hundreds of species of all kinds of brand and implement the brand manager system management system, each brand has its unique market positioning and market segmentation. The benefits of using this strategy are: first, to help companies fully occupy a large market, and expand market coverage. A large market is composed of many with different expectations and needs of the customer base composed of a number of consumer groups according to their own characteristics launch corresponding different brands of products, is conducive to the overall ma