从平行品牌角度分析多品牌策略与平行品牌策略的差异(一)（The difference between multi brand strategy and parallel brand strategy is analyzed from the perspective of parallel brand）.docVIP

从平行品牌角度分析多品牌策略与平行品牌策略的差异(一)（The difference between multi brand strategy and parallel brand strategy is analyzed from the perspective of parallel brand） Abstract: This paper attempts to use parallel brand strategy as a unique perspective to compare and analyze carefully the two brand strategies of multi brand and parallel brand. The two kind of brand strategy in product features, their advertising center, in the overall corporate image shaping in the role, and enterprise development strategy, the brand name of creative elements, finally the implementation effect of points, subtle differences of two kinds of strategies of brand strategy, and enterprise managers want to achieve different intentions so, to analyze and compare the comprehensive and detailed, so as to Chinese enterprise operators in consideration and choice of brand strategy and strategy, put forward ideas and methods for reference. Key words: brand strategy; parallel brand; multi brand; comparative study Conceptual understanding of one or two brand strategies When an enterprise is a famous enterprise, its enterprise name is a huge intangible asset, so the enterprise can consider adopting the parallel brand strategy. The form of parallel brand strategy is that the name of an enterprise is combined with the individual brand name of a specific product, which is used to name the brand of a specific product. Among them, the enterprise name is called the main brand, and the brand name of individual product is called sub brand. Therefore, the parallel brand strategy is also called the sub brand strategy. A famous enterprise can flexibly set up many sub brands according to its needs, and in the front of each sub brand, it is called the name of the enterprise to form a main and sub brand together. The name of the famous enterprise is a huge intangible asset, it gives many vice brand with strong support, and each distinct sub brand personality that pass a class of specific products. Using the brand strategy of the