food brand strategy, you learn oishi or daly park-（食品品牌策略,您将了解oishi或戴利公园-）.docVIP

Food brand strategy, you learn Oishi or Daly Park? One of the topics in the bigger market size enterprises are faced with a single or multi-brand strategy brand strategy? Choice of brand architecture decide the future direction of the enterprise. Oishi mainly uses a single brand strategy. Main advantage of a single brand strategy is the ability to help existing brand power brand extension, saving communication costs. Oishi with puffed food establishment and enhance brand awareness, and then by means of Shang Hao Christie’s brand power brand extension, use the Oishi brand into the natural potato chips, lobster slices, crackers, marshmallows, hard and soft candy and other snack food category of the market, the Oishi snack food market to build a strong brand. In the pattern of a single product, marketing communication activities are focused on enhancing the same brand of assets carried out mainly disadvantage single brand strategy is a single brand is difficult to simultaneously in different categories of snack food market segments simultaneously occupy a leading position, only one or a few categories may become the market leading brands. Wahaha is a hybrid brand strategy. Most categories continue to use the Wahaha brand, with the further expand the market scale, partly to enable a new category brands, such as nutrition Express, Cola, Kailey and so on. Food enterprises to adopt a multi-brand strategy is represented by the Dali Group, he is using its three brands, ‘Daly Park,’ ‘BAK’, ‘good point’ Centrist separately for snack foods, potato chips and pastries three different categories of market segments. In the end is to choose a single or multi-brand strategy brand strategy, you can make a selection based on market acceptance of the main brands, Nestle has vigorously promote independent mineral water brand ‘Gone Blue’, but found ‘floating blue’ push it very difficult, costs high, plus mineral water alone Nestle brand consumers can accept, so he decisively cut