卓越品牌战略的十步法之十打造横向品牌（Ten step of excellent brand strategy ten build horizontal brand）.docVIP

卓越品牌战略的十步法之十打造横向品牌（Ten step of excellent brand strategy ten build horizontal brand） The tenth step is to build horizontal brand The tenth step is to build cross brand brand strategy management is the last step, could be placed in ninth steps according to the habit of create horizontal brand (i.e. after the brand portfolio management and internal brand before, but) as the most advanced, the most complicated and most neglected and therefore have a unique style. The potential of the brand building, I eventually put the last finale to highlight its key strategic and strategic challenges. The so-called horizontal brand refers to the brand portfolio within the lateral association of active management in order to realize the brand plan and activities on the combination of synergies between brands, in fact there are long-term relationship with strategic importance in the brand portfolio, brand portfolio value if can effectively identify and make use of the horizontal strategy association can get synergistic combination, not only makes the brand effect and increase the overall protection because the brand (brand can never be obtained as isolated reached dominant position), and the combination of brand advantage and to further promote the overall strength of the brand portfolio, realize 2 + 2 = 5 (the whole is greater than the the local and the spiral road). Unfortunately, in the first never have the height of the traditional view of brand management and brand management, before the transverse brand in the practice is almost can not see the operation trail, due to the unclear brand transverse association exists and strategic benefit, managers often viewed in isolation of each combination of brand operation and performance. In short, decentralized and local decision-making, unable to realize the coordination and unity in the objectives, and policies, structure performance and further weaken the brand association management may eventually deteriorate brand portfolio. Create hor