When people mention the Philip Morris Company in the United States, they will immediately think of cigarettes. The famous "Marlboro" brand cigarettes are the company's flagship product. However, if someone asks you which company produces "Kraft" yogurt and Miracle Sauce, "Guozhen" drinks, "Maxwell" coffee and "Miller" beer, many Chinese people may be stunned. In fact, they are stunned. Not only the Chinese, but also American consumers were either stunned or thought it was a product of the American General Foods Company. In fact, these products are all produced by the American tobacco giant Philip Morris.

Whether to highlight the brand image or the company image has always been the key to marketing. It is obviously a wise move for Morris to highlight the brand and downplay the company image. After the company purchased brands such as "Kafka" and "Maxwell" from General Foods, it has been highlighting the images of these brands in advertising. In addition to the consideration that these trademarks have formed huge intangible assets, it also makes The company is concerned that it is inappropriate to use the same brand strategy, that is, the "Marlboro" brand today when the global anti-smoking movement is raging one after another. How to prevent the image of "tobacco" companies from intimidating consumers who support smoking bans and avoid adverse social effects? The best way to choose is to prevent the companies themselves from appearing in advertisements for these products.

This brand strategy of Philip Morris was a huge success. When countless anti-smoking activists around the world purchase the above-mentioned brands, they do not know that the tobacco king behind them is Philip Morris.

Individual brand strategies have further evolved and expanded into brand expansion strategies and multiple brand strategies.

The so-called brand extension strategy is to expand individual brands to represent the continuous improvement of the product. Panasonic Electric Company of Japan often adopts this branding strategy for its televisions, video recorders and other audio-visual home appliances, thereby conveying to consumers a concept of the company being innovative, young and energetic, and winning consumers' approval of the company's products. recognition and dependence. What is important to note here is the multiple brand strategy. This strategy refers to the establishment of two or more competing brands in the same product. Although this will slightly reduce the sales volume of the original brand, the total sales volume of several brands is greater than that of the original brand. Therefore, this strategy is also called the "1 1gt; 1.5" strategy by the business community.

The multi-brand strategy was pioneered by Procter & Gamble. P&G believes that a single brand is not a foolproof solution. Because after a brand is established, it is easy to form a fixed impression among consumers, which is not conducive to product extension, especially for a company like P&G that spans multiple industries and has multiple products. As a result, Procter & Gamble continues to launch new brands. The company has launched nearly 10 beauty and skin care brands in my country, accounting for one-third of the country's major beauty brands. The three major shampoo and hair care brands that are familiar to Chinese consumers: "Pantene", "Rejoice" and "Head and Shoulders" are all P&G products. These three brands attract three types of consumers with different needs, thus making it the leading brand of shampoo and conditioner in China. The hair liquid market share rose to No. 1, reaching more than 50%. This is obviously the result of P&G's successful use of multiple brand strategies.

At present, this method has been widely used in beauty products, cleaning products and other industries. Shanghai Household Chemical Products Company has also launched "Lumei Johnson", "Qingfei", "White Collar Beauty", "Ya Shuang", "Mr. Bao", "Bolong", "Youwei", "Youyi" and "Liu Shen". , "Goff" and many other brands in order to occupy different market segments.

The reason why the multi-brand strategy is so attractive to enterprises is mainly because: first, retailers’ product display locations are limited, and the enterprise’s multiple different brands can be used as long as they are accepted by retail stores. Taking up more shelf area, the shelf area occupied by competitors will of course be reduced accordingly; secondly, many consumers are brand switchers, have a novelty mentality, and like to try new products, so we must capture these types of consumers. , the best way to increase product market share is to launch multiple brands; third, developing a variety of different brands helps to compete among various departments within the company and between product managers and improve efficiency; fourth, different Brands are positioned in different market segments, and their advertising demands and interests are different, which allows companies to penetrate into different market segments and occupy a larger market.