How to implement Group Brand Strategy? – Brand Strategy Manager, Marketing – hai
As China's economy and continued development, the emergence of a large number of large enterprise groups. The large-scale enterprise group sustainable development, rely on what is it? We all know, is the brand, and is a strong brand, like Coke Same as eternity.
In China, the development of many large enterprise groups often have a brand to have from many brands. But for large enterprises as a group, have one or two strong sub-brand is not enough, how to achieve the overall promotion of the brand for all subordinates? It is the driving force of sustainable development. In other words, how to "build a strong brand," transfer to "build a strong brand portfolio?" This is the group brand strategy Management Who think about, then how to achieve Group brand strategy management? I will focus on several aspects described below, welcome to our discussion.
One, the reason for the strategic management of the Group brands?
Present, the brand strategy group-level management is still quite empty, there is no cause Entrepreneur Their attention. With the development of global economic integration, brand monopoly trend emerged; If your company participate in international competition, they need to achieve their overall brand enhancement, to use ordinary words, is needed to train their own internal strength, or very easy to defeat; and enhancing the overall approach to achieve the brand, brand strategy is to group management, while its benefits are obvious.
1, group brand strategy for the management group can effectively integrate resources and maximize the value of resources.
Group's brand portfolio in the future prospects of the various brands, competitive position, the overall contribution of the brand portfolio is different, so the resource allocation is different; to the most efficient use of resources, often at different stages of the different levels and different areas of the brand to take different actions. Meanwhile, we should consider how to generate deep-seated common effect? How to share resources? Issues such as how to generate synergy, effective integration of resources, and to maximize the value. For example, Galanz Group is the full use of social resources, it is OEM Production of other brands continue to absorb other people's strengths, expanding and their size, and horizontal and vertical integration of enterprises from internal and external resources to continue to reduce costs and achieve the enterprise's size and price of comparative advantage, by launching the "price war ", to itself as Microwave ovens Industry a strong brand! However, under the brand Galanz Group, too few, not conducive to enterprise development and growth, it also aware of this, some time ago, Galanz Group announced its entry into Air conditioning Industry, if it is as successful as the microwave, and brand strategy in the future management of the Group, the Group once again to integrate internal and external resources, while achieving the maximum value of its resources, then it is likely to become large enterprises.
2, for Group brand strategy management, can improve the Group's core competitiveness of the brand as a whole, conducive to market competition.
Brand strategy as the Group's targeted brand portfolio management, so its ultimate purpose is to improve the overall performance of the brand portfolio and overall competitiveness. For example, Qingdao group successfully achieved a single brand strategy and brand extension strategies; it from the production of electricity Refrigerator Started, and established a strong brand, and then use the expansion strategy of brand extension, extension to the White Goods And Communicate Air-conditioning industry, including production, Television , Mobile phones, Computer And other products, they are good to Haier Brand core values "in good faith Service "And extend the relevance of products organically linked, and brand strategy for the Group's management, they also made their big market, thereby enhancing the Group's core brand's overall competitiveness and successfully into the international market, the final successful implementation of the corporate brand by leaps and bounds.
3, for the strategic management of the Group brand, can achieve the overall performance of multiple enlarged group.
We all know that most of the world's top 500 enterprises, enterprises are relying on more than one product or brand performance accumulated, their vision of the strategic management of the Group brand, will not be limited to a particular brand of performance, more emphasis on the performance of the overall brand portfolio, its performance is the multiple nature calculated.
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