常见品牌组合战略3 1形态（The common form of brand portfolio strategy 31）.doc

常见品牌组合战略3 1形态（The common form of brand portfolio strategy 31） When companies need to extend the product line and diversified development, brand portfolio strategy planning often can influence or even determine the future development strategy. Strategic planning brand structure properly, can play a very good original enterprise main brand marginal effect, the promotion of new products to save cost, but if the improper planning, also is likely to result in the minds of consumers on the original cognitive main brand scattered, lost the main force of the original brand loyalty of consumers. A few examples: For example, extending from children to drink Wahaha Purified water, use the same brand successfully helped Wahaha Wahaha water rapidly advancing market, and make the Wahaha pure water has become one of the main force of Chinese pure water market. But the development of Wahaha childrens wear market, but could not continue the myth of Wahaha, Wahaha in the childrens clothing market frustrated. One of the Three Musketeers Chunlan air conditioning that year, already became one of the Chinese air-conditioning industry leading brands, later developed and diversified motorcycle Chunlan Chunlan auto, the three products technical level in the minds of consumers is not a class, Chunlan good brand image can not be transplanted to the motorcycle and automobile products well, but also because of consumer perceptions of Chunlan brand blurred and gradually lost once brilliant. 39 pharmaceutical industry as one of Chinas pharmaceutical industry leading brand, has diversified development of beer products, beer itself is not high technology industry, if only the development of beer products, in addition to do a brand of beer is fine, but it would be wrong in the 39 pharmaceutical brand of beer named 39 beer. This beer had already smell the thick smell of gunpowder, who would dare to drink? Just imagine, if P G had put Pringles potato chips or Jiajie Shi named rejoice chips, who still