刘威横向品牌管理,超越纵向品牌管理的道路（Liu Wei horizontal brand management, beyond the vertical brand management Road）.docVIP

刘威横向品牌管理,超越纵向品牌管理的道路（Liu Wei horizontal brand management, beyond the vertical brand management Road） Vertical or horizontal? For a long time, our management of multi brand (or brand portfolio) has only stayed at the level of vertical management. The so-called vertical brand management means: after defining the role and status of brand portfolio, brand identity design and specific for a specific brand, product management, specific brand manager led the brand management team is responsible for the brand channel management and communication management, through a series of careful planning and plan to create and accumulate brand equity, eventually became the leading brand category or subcategory. Vertical brand management is based on brand specific brand value maximization. Many companies believe that if not all of the longitudinal brand management brand management, brand management is at least part of the essence, but completely mistaken, limited outlook yasutomo Knowledge is infinite.? In fact, simple vertical brand management is only the beginning of brand management, and can not provide the final solution for brand management. Although vertical brand management in the creation of a specific brand value on the dedicated work are great, the headquarters control business unit operating brand contribute a lot, but for the creation of the brand portfolio management vertical brand value it committed, to headquarters service business unit operates brand ink concentration. To avoid this defect, to enhance the brand management level, we must introduce the concept and method of a new horizontal brand management. Horizontal brand management is an important way to go beyond vertical brand management, and realize the leap from creating brand value from top to bottom to creating a strong brand portfolio value from inside to outside. The essence of brand management and brand management of the transverse horizontal with the brand portfolio of the group headquarters or business depa