打造品牌系（Brand Department）.docVIP

打造品牌系（Brand Department） Building brand department -- overall brand planning of enterprise Market competition to the development of two aspects, one is the horizontal expansion, in many industries, the implementation of diversification; two is to develop in depth, in the main business in the intensive and meticulous farming constantly, innovation, development of market segments. No matter what kind of development direction, enterprises should carry out the overall brand planning. Horizontal expansion enterprises are faced with different kinds of product brand management decisions: enterprises in depth development should study how to distinguish each market segments with brand. Therefore, it is an inevitable choice for enterprises to establish a brand system composed of enterprise brand and product brand. Brand system consists of two levels of brand. The first layer is the enterprise brand, which is the producer brand; the second is the product brand. Producer brands are unique, such as Intel (Intel), PG (P G), Coca-cola (Coca-Cola), wahaha. Product brand can be unlimited expansion, in accordance with the products covered by the enterprise shall prevail. Intel (Intel) Pentium and Pentium brands, P Gs Rejoice, Tide, Head and Shoulders brand success, Coca-Colas Coca-Cola, Sprite, Fanta brand, Wahaha launched a very enriching brand in the main play the brand at the same time. The whole enterprise brand is obtained. Goose head is the enterprise brand, is the brand of the whole soul; goose body is the flagship brand of products of enterprises, is the product line of support; Yanchi is a brand new product is launched, is the future development of the enterprise brand new hope, more successful enterprise development, a more robust, more plump wings, development strength is strong. The establishment of brand system is the intrinsic requirement of the brand. The generation of brand originates from the information asymmetry of the market. As a marketing tool, the brand become