看企业重组后如何跳越品牌整合之门（How to skip the brand integration after the corporate restructuring）.docVIP

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看企业重组后如何跳越品牌整合之门（How to skip the brand integration after the corporate restructuring）.doc

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看企业重组后如何跳越品牌整合之门（How to skip the brand integration after the corporate restructuring）

看企业重组后如何跳越品牌整合之门（How to skip the brand integration after the corporate restructuring） The trend of world economic integration and the strong desire to become bigger and stronger have prompted more and more Chinese enterprises to go to the world through joint ventures, and the wave of enterprise restructuring has swept across the north and south. Along with the wave of enterprise reorganization is the overall integration of enterprises after reorganization, especially the brand integration related to corporate image and market competitiveness. Many enterprises in the restructuring of brand integration with broken halberds defeat, ended in failure. Corporate restructuring is the big fish eat, fast fish eats the slow problem, reflects the change of enterprise scale; and brand integration is the carp jump Longmen, reflects the change of enterprise strength quality. Brand integration is the continuation of enterprise restructuring, but it goes beyond enterprise restructuring and becomes an important factor in determining the success or failure of enterprise restructuring. In order to realize the leap forward reorganization must leap brand integration of the Longmen. First, the connotation of brand integration Brand integration is a kind of brand management to rise in 1990s, refers to in order to maintain and improve the long-term competitive advantage, the enterprise brand management to focus on the establishment of enterprise brand banner; the banner of enterprise brand and product brand, the brand family members to support each other; make full use of existing corporate brand value and influence. Brand expansion. Specifically, the brand integration mainly includes the following four aspects: the brand belongs to the strategic level issues 1, brand integration, enterprise senior managers from the height to the brand integration strategy; 2, establish the reasonable relationship between enterprise brand and product brand banner, and will present a successful brand expans