The competition among modern enterprises is essentially competition between strong brands. For this reason, I will share with you the five major methods of brand strategy. Welcome to read.

Methods of brand strategy 1. Individual brand strategy

Individual brand strategy means that a company operates through a series of seemingly unrelated product trademarks. The pattern is:

Trademark A?Trademark B?Trademark C?Trademark D.

Benefits: In this strategy, the company uses a different brand name for each product item in its product portfolio, or requires its subsidiaries to set an exclusive company name and Mark, thereby diversifying the overall risk of corporate marketing and preventing problems in subsidiaries or any one of its product projects from being associated with the entire company and affecting the market position and sales of other product projects. Since there is no correlation between the brands, this strategy is less likely to cause confusion and helps the public identify the brands.

Disadvantages: This brand strategy reduces the recognition of the overall image of the company, and there is no scale effect in advertising and public relations. It requires the design, packaging, individual promotion and branding of each product project of the company. Market maintenance, therefore, the marketing expenses of the entire product portfolio are very high, which is not conducive to promoting new products in the market.

Suitable for enterprises: suitable for products with relatively high unit value.

Brand strategy method 2. Unified brand strategy

This strategy is also called the family brand strategy. The key point of its planning is that all subsidiaries and products of the company use the same trademark. name. The model is:

Brand A?Trademark A?Trademark A?Trademark A?Trademark A?

Profit: In this brand strategy, since the enterprise has a complete understanding of all the products in the product portfolio, Product projects all use the same brand name or mark, which has the characteristics of single structure and strong identification, and is conducive to strengthening employees' loyalty to the enterprise and enhancing the cohesion of the enterprise. When an enterprise advertises a brand, publicity and promotion means promoting all product items of the enterprise. Therefore, the enterprise's overall promotion expenses have a relatively large scale economy effect. The relative unit product promotion cost is relatively low, which is conducive to the entry of newly developed products into the market.

Disadvantages: Marketing risks are relatively high. If one of the products has a quality problem, there will be associated adverse effects, causing all the company's products to be hit. This is an issue that must be paid attention to when planning a unified brand strategy.

Suitable for enterprises: This brand strategy is mainly suitable for industries with frequent updates, rapid technological progress and innovation.

Brand strategy method three, big brand and small brand strategy

Also called the main and sub-brand strategy, its essence is the strategy of using the company name and the individual brand names of the products at the same time. In actual operation, it is to put the name of the company before the names of each subsidiary and product, and each subsidiary and product of the company have their own independent names. For example, Haier's small washing machine can be used for instant washing. Little Prodigy is a small brand, and Haier refrigerators have sub-brands such as Little Prince, Handsome Prince, Painted Prince, Little Prince, and Little Superman. Changhong has the main and sub-brands of Changhong Red Sun and Changhong Red Double Happiness. Midea has sub-brands such as Calm Type, Super Quiet Star, Intelligent Star, Health Star and other constellation brands. Model diagram:

Brand A? Trademark AB? Trademark AC? Trademark AD? Trademark AE?

Profit: The big brand and small brand strategy requires us to use individual brand names for the company's products. When printing, the company name or logo is marked, so it is highly identifiable and the market segmentation is clear. In actual operation, it can reduce the marketing efforts and expenses of marketing companies for each brand, and help companies use their original good image to promote new brands. In addition, it can effectively prevent the negative impact that may have on other products if a certain brand has problems in marketing activities.

Applicable enterprises: It is extremely beneficial to enterprises with good market image and high reputation.

Brand strategy method 4. Multi-brand strategy

Multi-brand strategy means that an enterprise uses two or more brands to market the same product item in the market. .

The model is:

Product A?Trademark B?Trademark C?Trademark D?Trademark E.

Pros: The multi-brand strategy can gain more product display area for the company's products among dealers than one brand, so that the public who prefer the brand can always see the company's products among the dealers. conversion purchases, thereby increasing sales.

Disadvantages: This strategy can easily lead to such a problem: market competition occurs between the same product projects of an enterprise, and competition becomes an internal cannibalism among enterprises rather than a contest with competitors. .

Applicable enterprises: The multi-brand strategy is suitable for industries with increasing market sales.

Brand strategy method 5. Diversified brand strategy

Diversified brand strategy is to use the core organization of the enterprise or the brand of the flagship product as the name of the entire enterprise, and use it as the name of the entire enterprise. foundation, and continue to develop other independent institutions and brands. The model is:

Brand A?Trademark A?Trademark B?Trademark C?Trademark D.

Profit: The core issue of the diversification strategy is to take the company's excellent products as the leader and launch a series of product portfolios to maximize market profits. This strategy not only helps newly launched products enter the market with the help of the company's existing good image, but also strengthens the flexibility and plasticity of each company's operations.

Disadvantages: In operation, the diversification strategy easily diversifies the corporate image and brand, so the recognition is relatively poor, and it is also uneconomical in communication and cannot effectively create a huge public market. .