Single brand

Personalized brand refers to the use of different brands for different products of enterprises. Its main advantages are: (1) The whole reputation of an enterprise will not be affected by the reputation of one of its commodities. For example, a product of some enterprises is unqualified, which will not discredit the face of this enterprise (because this product uses its own brand name); (2) An enterprise has been producing a high-end product, and later launched a more resistant product. If this new product uses its own brand, it will not affect the reputation of the brand-name products of this enterprise.

the family brand

Unified brand means that all products of an enterprise use a unified brand name. For example, all products of General Electric Company of the United States use the brand name "GE" uniformly. The main advantages of adopting a unified brand name for enterprises are: (1) The cost of promoting and introducing new products for enterprises is lower; (2) If the enterprise has a good reputation, the products will sell well.

Classified brand

Classified brand means that all kinds of products of an enterprise are named separately, and a brand is used for one kind of products. Sears roebuck Company has adopted this strategy, and its electrical appliances, women's wear and main household equipment products use different brand names respectively. This is mainly because: (1) Enterprises live or sell many different types of products. If they all use the same brand, these different types of products are easily confused with each other. For example, Swift Company of the United States produces ham and fertilizer at the same time, which are two completely different products, and need to use different brand names to avoid confusion; (2) Although some enterprises produce or sell the same type of products, they often use different brand names to distinguish products with different quality levels. For example, Senda Group, the largest modern mass production enterprise in China, defines the brand of Kagan men's shoes as "Fareno", high-grade women's shoes as "Fanshitina", urban avant-garde men's shoes as "appure", urban avant-garde women's shoes as "Yabudi" and wage earners' men's and women's shoes as "good popularity". In 2002, the regular share of Senda leather shoes reached 3 1%, among which "Ci" ranked among the national 10 leather shoes brands, "Good Everyone" sold 1 10,000 pairs, and "Fantine" occupied 95% of the top mainstream shopping malls in China.

Single brand

This strategy means that enterprises use different brands for their different products, and the brands of various products are preceded by enterprise names. For example, Kellogg Company in the United States adopted this strategy and introduced Kellogg rice cakes and Kellogg raisins. The advantage of adopting this strategy is that adding the enterprise name before the brand name of different new products can legalize new products and enjoy a strange reputation, while using different brand names for different new products can make different new products have different characteristics.