副品牌的营销威力（Sub brand marketing power）.docVIP

副品牌的营销威力（Sub brand marketing power） It is not long time for Chinese enterprises to embark on the brand road, and most of them are learning and imitating some specific practices such as Japan and other Asian enterprises. The most obvious point is that Chinese enterprises, like Japanese companies, mostly adopt a single brand to cover all the products of enterprises, while less adopt multi brand strategy. Among the Chinese enterprises, Kelon Corporation, Kelon, Huabao, Ronshen and so on, were the earlier ones to implement the multi brand strategy, but this was also the helplessness of Kelons annexation of huabao. In recent years, and have also Senda Compro embarked on the road of brand. Can foreknow, walking the road of brand development of enterprises will be increased, but the vast majority of enterprises will continue to adhere to the unified brand strategy established, especially those with a certain well-known enterprises in domestic and international, such as Haier, Changhong, Lenovo, little swan. For these enterprises, with the expansion of the scale, especially the continuous extension of the product chain, such as Haier from white goods to black appliances, beige appliances expansion, Changhong development from black appliances to the information products, unified brand strategy will be highlighted limitations. Changhong is color TV, Haier is the refrigerator, small swan is washing machine thinking set, so that brand extension marketing obstacles. Choose sub brand strategy, can effectively guide consumers to break through the original consumer trends, accept and recognize new products, and will be the main brand of trust, loyalty quickly transferred to new products. Function of sub brand Between a brand multi product and brand vice brand strategy between a product, in essence, is a kind of brand extension strategy, it uses the consumers of existing successful brand trust and loyalty, promote the brand product sales associate. From the practice of Haier, the su