analysis groups brand management problems（分析集团的品牌管理问题）.docVIP

Analysis Group’s brand management problems As a group of companies, involved in a variety of products will form and a variety of industries, there is also the parent company, the cause of some companies, subsidiaries, or even great-grandson of the company, which will inevitably occur Group brand, the brand division, subsidiary brands, flagship brand, product brand, the immediate product brand, product brand collateral, business brand, brand acquisitions, new product development co-brand and other brands of the situation. how to classify a variety of brands and conduct standardized management professional , so that the brand healthy symbiosis between the effects of friction and will not appear brand competition, give full play to the brand’s market and social benefits, has become a large group of business managers and brand management focus the work of one. So in the brand management of large enterprise groups the most frequent problem, what does? The author summarizes several groups about the brand management issues: One: to his own devices, brand management completely unconscious. This occurred mainly in the large number of old state-owned conglomerate, the Group was mainly attributable to the development of policy and government special treatment, mostly veteran group’s corporate industrial enterprises, had a glorious history of the brand is an old brand, the creation of enterprises and products heyday with leaders at all levels are often inextricably linked, but also a witness to the city’s historical development has been marked. and some even brand is not only the Group’s property, but also to some extent emotional sustenance of urban citizens. For this group companies, tend to adopt brand management tool that is inaction, to his own devices, but still retains the remaining production lines, and will not let the brand disappear, because the brand may also be an important behind the leadership of care . This group corporate brand management specific p