母品牌与子品牌的营销权衡（Marketing tradeoff between parent brand and sub brand）.doc

母品牌与子品牌的营销权衡（Marketing tradeoff between parent brand and sub brand） A group of executives has been for the current stage of the group brand driven or sub brand drive strategy debate. A few days ago, the president decided, in front of all the sub brand in the future must be coupled with our brand name, the implementation of the groups single brand strategy, let the audience to remember the name of a group, the sub brand name used in all primary and secondary brand form, namely brand + + sub brand products attribute, or brand + product attribute format. Not long after, the president began to suspect this is something wrong, and because of the group brand, some brands become too long, not easy to oral communication, and it is not easy to memory, then the original brand in the market for many years, the cognition in the eyes of the audience has been ingrained, suddenly appeared in front of the brand two words. A trade does not understand what is the relationship between these two names. Although the result of the industry, the brand name change to the sales did not affect, unlike IT or FMCG brands designated consumption is very strong, because of the change of brand name or LOGO on the sale of vibration is too big and had to carry out scaled up for the subject, but the movement in multi brand company brand strategy from the beginning rambling to a single brand, once again return to the original scattered brand pattern, that this group of Companies in the brand driven choice efforts and attempts ended in failure. Which brand has greater leverage? Group brand driven, is a headache for managers. In order to cut down as far as possible from the overall promotion of investment, shorten the new brand products to enter the market introduction, establish effective association group brand and sub brand, managers have been considering a stage in the end by group brand promotion to boost the sub brand, or brand promotion sub contrast group brand, enhance brand group the tension, t