The unified brand of the enterprise and the individual brand of the product use each other, and the individual brand is used under the unified brand. That is, different products have different brands, and at the same time there is a unified corporate brand in front of various products. This strategy combines the advantages of both. For example, every product of Procter & Gamble has its corporate brand "PQG", and all kinds of products have small brands "Rejoice" and "Bilang" and so on. Another example is Unilever in Shanghai. Not only has Unilever's entire brand been established, but its Lux and other products have also been established. The advantages of this strategy are: new products are legalized and enjoy corporate reputation; Different products have their own brands and characteristics. If an enterprise's products belong to different types, it is not appropriate to use a unified brand at this time. In this case, the comprehensive brand is more appropriate, that is, each commodity has its own brand and a unified brand of the enterprise.

Haier divides the group brand into: enterprise brand (product general trademark); Marketing brand (product marketing trademark); Product brand (product category name) has three levels. Considering the long-term nature of household appliances, all kinds of household appliances will use Haier's general trademark, that is, the general trademark of products; According to the characteristics of each product, the product theme is determined, and a series of marketing trademarks, such as refrigerator prince series, are developed and deduced according to the varieties and models. This maximizes the joint influence of Haier brand, greatly reduces the communication cost in advertising and strengthens Haier's image.