Product line expansion strategy. This strategy means that enterprises still use the original brand when increasing the products of a certain product line. New products produced by enterprises can be improvements to existing products, such as changing product packaging and style or adding new functions. Different products can meet the different needs of consumers. This strategy can make full use of the excess production capacity of enterprises, fill the gap in the market, expand the consumer groups and increase the profits of enterprises. However, the expansion of the product line may make the enterprise brand lose its original meaning, but it can't improve consumers' awareness and trust in the enterprise brand. Therefore, the international brand network reminds business operators that with this strategy, consumers must be able to distinguish between various products and avoid competition between new and old products in the same product line.
Multi-brand strategy. This strategy is to introduce multiple brands in the same product category and establish a multi-brand combination to maximize market coverage. With the continuous maturity of the market, the demand of consumers is increasingly subdivided. Enterprises can implement multi-brand strategy to meet the needs of different target customer groups, thus expanding market share. The most typical and successful enterprise adopting this strategy is Procter & Gamble. At the same time, we produce and operate products such as Rejoice, Head & Shoulders, Pan Ting, Tide and Shufujia. The overall sales amount has been ranked in the top three of similar products for many years.
Brand repositioning strategy. When the competitive brand of an enterprise encroaches on a part of the enterprise brand, the market share of the enterprise brand decreases, or the preference of consumers shifts, and the original brand positioning cannot bring consumers a higher level of demand, the enterprise must begin to reposition its own brand and regain the "heart" of the target consumers. So how should enterprises make brand repositioning decisions? Taking Shenzhen Taitai Oral Liquid as an example, Taitai Oral Liquid, which was first marketed, has been recognized by consumers for its direct appeal to treat chloasma. However, in addition to the commitment of interests, brand positioning and functional positioning are the only basis for its market position. Although Mao Amin, a superstar, was invited to advertise later, which expanded his popularity, his brand positioning was not clear enough, which led to little improvement in brand image and sales. Later, the company repositioned the brand, positioning Taitai Oral Liquid as a traditional Chinese medicine product for modern women to pursue external beauty, making women more confident, independent and beautiful, and avoiding repeating the unique functional theory of royal jelly, pollen and many other health care products. Later, the company tapped the brand's new vitality from the unique selling point of Taitai oral liquid, and positioned Taitai brand as an oral liquid with all Chinese medicine ingredients, a beauty and skin care product from the inside out. The repositioned Taitai oral liquid not only created miracles in the rapidly changing health care products market in recent years, but also successfully shaped and cultivated a vibrant brand.